Positive or Negative? The Influence of Message Framing, Regulatory Focus, and Product Type

Authors

  • Hsiao-Ching Lee National Kaohsiung University of Applied Sciences
  • Shu-Fang Liu National Kaohsiung University of Applied Sciences
  • Ya-Chung Cheng Ikea Co. at Taiwan

Keywords:

ad effect, message framing, regulatory focus, product type

Abstract

This study compares positive and negative message framing, and examines how product type and the consumer’s regulatory focus moderate ad effectiveness. We conducted a 2 (message framing: positive vs. negative) × 2 (product type: hedonic vs. utilitarian) × 2 (regulatory focus: promotion focus vs. prevention focus) between-subjects experiment in which we measured individual differences in regulatory focus. The results indicate that, regardless of product type, ads with positively framed messages are more effective than those with negatively framed messages for promotion-focused consumers. However, for prevention-focused consumers, positively framed messages are more effective than negatively framed ones when the advertised product is utilitarian. By contrast, negatively framed messages are more effective than positively framed ones for such consumers when the advertised product is hedonic. Therefore, marketers can more effectively target consumers by matching the framing of the message with the advertised product.

Author Biographies

Hsiao-Ching Lee, National Kaohsiung University of Applied Sciences

Associate Professor International BusinessPhone #: +886-7-3814526#6121 or 6167

Shu-Fang Liu, National Kaohsiung University of Applied Sciences

Associate Professor International BusinessPhone #: +886-7-3814526#6115 or 6163

Ya-Chung Cheng, Ikea Co. at Taiwan

 logistic managerPhone #: +886-7-5377688

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Published

2018-01-29

Issue

Vol. 12 (2018)

Section

Articles

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