Browsing by Subject "Message framing"
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Item The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus(2014-05) Choi, Dong Won; Cicchirillo, Vincent J.While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising.Item The impact of regulatory focus on consumer responses to fundraising campaigns for environmental causes(2015-05) Hong, Ji Mi; Lee, Wei-Na, 1957-; Drumwright, MinetteNon-profit organizations these days have difficulties carrying out their mandates due to shrinking government support, limited finances for disseminating messages through mass media, and intense competition from a myriad of other charitable organizations. Above all, these organizations are faced with a lack of a meaningful set of guidelines on how to communicate their environmental cause effectively. Therefore, it is important to develop a better understanding of how different types of verbal messages and visual images promoting donations influence individuals’ attitudes towards and intention to contribute to non-profit organizations. Environmental messages for fundraising usually involve some goal to be attained and means suggested as the way to attain it. These arguments can be framed in terms of either promotion (gain/non-gain), or prevention (loss/non-loss). However, the key question here is whether the relative influence of these two message framing varies according to the recipient’s chronic regulatory focus considered as people’s predilections for distinct forms of self regulation during goal pursuit. In this respect, this research aims to examine the impact of environmental messages and image framing using the regulatory focus theory. To be specific, this study investigates whether there is a "regulatory fit," a feeling of rightness about what they are doing, by matching certain chronic regulatory focus orientation with the compatible regulatory-focused verbal messages (hypothesis 1), or visual images (hypothesis 2). In addition, this research also examined whether there is a congruent effect between regulatory-focused message and image framing (hypothesis 3), as well as whether its interaction effect moderates the relationship between recipient’s chronic regulatory focus orientation and their responses to the fundraising ad campaign (hypothesis 4). Therefore, the current study uses a moderated multiple regression analysis to test the joint and individual effects of three independent variables (chronic regulatory focus orientation: promotion vs. prevention X message framing: promotion vs. prevention X image framing: promotion vs. prevention) on three dependent variables (attitudes toward an ad, attitudes toward a non-profit organization, and willingness to donate). According to the results, individuals having a chronic promotion-focused orientation are more persuaded by promotion (gain or eagerness) framed message emphasizing the potential environmental benefits of doing donation, whereas individuals having a chronic prevention-focused orientation are more persuaded by prevention (loss or vigilance) framed message highlighting the potential environmental dangers of not making a donation. The finding of the regulatory fit would be applied to communication strategies for gender specific causes, the localization of the global fundraising campaigns, and the consumer segmentation and targeting. This study also extends prior research by finding some significant three-way interaction effects: for both promotion and prevention orientated individuals, the print ad combined with the promotion-focused message and prevention-focused image produced the most persuasive effect on attitude toward non-profit organization. In other words, a regulatory-focused visual image, especially, the prevention-focused image has an important role to weaken the existing regulatory fit effects between chronic regulatory focus orientation and regulatory-focused verbal message on attitude toward non-profit organization.Item The influence of adult attachment style and advertising appeals on consumer brand attachment and measures of advertising effectiveness(2015-12) Flowers, Jason Jerome; Atkinson, Lucinda; Ballard, Dawna; Cicchirillo, Vincent; Stout, Patricia; Thomas, KevinThe relationship consumers form with products and brands is well researched. Products provide consumers with a way to create a sense of stability, comfort and expression and can serve as an actual or psychological extension of the consumer. The theoretical idea that consumers form relationships with brands that often mimic interpersonal relationships is the foundational assumption this dissertation operates under. The common thread that ties various transitions of branding scholarship together is the notion of attachment. In the domain of consumer behavior, current research that examines attachment fails to address the impact advertising plays in the effective communication of brand messages. The purpose of this research is to further examine the role advertising plays in the formation of consumer emotional brand attachment. But specifically, this research examines how various types of advertising appeals and adult attachment interact to influence advertising effectiveness. Two studies were conducted. Study 1 examined the impact of adult attachment and one advertising appeal on participants’ emotional attachment to a brand that was perceived to have a sincere personality. Also, participants were asked to rate the effectiveness of the ad by reporting their attitude toward the ad, attitude toward the brand and purchase intention. Study 2 further examined the anxiety dimension of attachment by looking at the affects of secure and preoccupied attachment styles and two advertising appeals. The study sought to understand how participants with varying levels of anxiety coupled with seeing two advertising appeals would report their emotional brand attachment and their perception of the advertisement shown. Overall, this research seeks to bring attention to the importance of the role attachment and advertising play in fulfilling consumers’ needs. Consumers with different attachment styles often have different consumption goals that need to be taken into account when trying to craft effective strategic communications that help build strong consumer brand relationships.Item Never easy to say "sorry" : exploring the interplay of crisis involvement, brand image and message framing in developing effective crisis responses(2014-05) Lee, So Young (Ph. D. in advertising); Atkinson, Lucinda; Drumwright, MinettePlanning and executing a crisis response strategy that includes successful and effective communication with stakeholders are essential for companies, organizations and governments in order to maintain their reputations and sustain brands following a crisis. To determine the effectiveness of crisis response communication in terms of consumers’ evaluation and information processing, this study experimentally examined the impact of crisis involvement and brand image and interaction effect in a corporate product harm crisis. Using fictitious scenarios to manipulate crisis involvement, brand image, and message framing, this study examines the effect of crisis response strategies (i.e., apology) on post-crisis attitudes toward a crisis brand and apology message, future purchase intention, and intention to engage in negative eWOM. Specifically, the study attempts to identify whether the interplay between these factors would increase the effectiveness of a company’s crisis response regarding consumers’ favorable attitudes and behavioral intentions. The results of the present research showed that the overall three-way interaction between crisis involvement, brand image, and message framing is significant. First, in the case of high crisis involvement, the combination of rational framing and symbolic brand image increases the effectiveness of the apology message, while the combination of emotional framing of crisis communication and functional brand image increases the effectiveness of the apology message. In contrast, in the case of low crisis involvement, the combination of rational framing and functional brand image increases the effectiveness of the apology message, while the combination of emotional framing and symbolic brand image increases the effectiveness of the apology message. In addition, the study suggests that crisis involvement and brand image have a primary effect on the efficacy of the apology message from the crisis company in terms of attitude towards the crisis brand and purchase intention. The study has significant practical implications in that the results indicate that practitioners can alleviate the consequences suffered in a crisis by employing a crisis response strategy that properly aligns crisis type with level of involvement. Following a crisis, it is necessary to communicate with consumers using proper response messaging that takes into consideration consumers’ crisis involvement, brand image and message framing.Item Persuasive effects of the four types of regulatory-focused message framing in philanthropy advertising(2019-06-21) Hong, Ji Mi; Lee, Wei-Na, 1957-; Kahlor, Lee Ann; Atkinson, Lucinda J; Whittaker, Tiffany AUnder the regulatory focus framework (Higgins, 1997, 1998), this dissertation research has examined the persuasive effects of the four types of outcomes framed in philanthropy advertising. Through a comprehensive review of the literature, this research discussed 1) how regulatory-focused messages can be classified into the four frames—gains, non-gains, losses, and non-losses—which varies in overall valence and outcome focus, as well as 2) how previous studies have differentially operationalized their promotion and prevention frames on the basis of the refined message distinction above. Based on the literature review, this research subsequently conducted three empirical studies to examine 3) how the four types of message framing systematically affect the intensity of subjective feelings among message recipients (H1~H2), 4) the moderating role of subjective feelings to understand how the four types of message framing produce differences in ad effectiveness (H3~H4) through change in the intensity levels of pleasure and pain among the message recipients (H5~H6), and 5) the mediating role of individuals’ momentary regulatory focus to understand how the persuasive effects of the advertisement are contingent upon its message frame (i.e., overall valence and outcome focus) and the message recipient’s motivational state (i.e., momentary regulatory focus) functioning synergistically (H7~H8). Results of this research found that participants felt greater pleasure from the ad being framed as gains than as non-losses, whereas participants felt greater pain about the ad being framed as losses than non-gains (Studies 1 and 2). This research also supported that among participants subjective feelings play a mediating role, such that the gain (loss) frame loomed larger than did the non-loss (non-gain) frame, and experiencing more intense subjective feelings in turn led to more positive effects on participants’ attitudes towards the advertising and attitudes towards the nonprofit organization (Study 2). This study also identified a significant moderating role of individuals’ momentary regulatory focus, but revealed a new pattern of three-way interaction on their evaluations of helping others, which departed from the study’s prediction (Study 3). For example, the gain versus non-gain asymmetry in evaluations towards helping behavior was significant only for participants in a promotion focus, with the message framed as gains (vs. non-losses) being more positive; for those in a prevention focus, this asymmetry vanished. In contrast, the loss versus non-loss asymmetry in evaluations of helping behavior was significant only for participants in a prevention focus, with the message framed as losses (vs. non-gains) being more positive; this asymmetry vanished for those in a promotion focusItem The influence of consumers’ accessible self-construal on the effects of goal framing and message framing : promoting healthy and pro-social behavior(2016-08) Lee, Seungae; Pounders, Kathrynn; Mackert, Mike; Atkinson, Lucy; Dudo, Anthony; Coleman, RenitaMotivation is a necessary impetus to prompt a behavior. Although motivation is experienced at such a minimal level that it remains unnoticed, it determines subsequent cognitive, affective, and behavioral responses. The current dissertation investigates effective message strategies to persuade consumers in order to motivate them to engage in advocated behaviors. Based on the tenets of Self Determination Theory, a seminal theory in motivation, the study examined the effects of goal framing (Study 1) and message framing (Study 2) in a persuasive communication context. Further, this study integrated the theoretical framework of Self-Construal Theory to identify a boundary condition of the traditionally proposed persuasion effects. The results revealed that superior persuasion effects of intrinsic goal framing (vs. extrinsic) and autonomy-supportive message framing (vs. controlling) held true only when consumers’ independent self-construal was accessible. This dissertation contributes to the motivation and persuasion literature streams by demonstrating the moderating role of consumers’ accessible self-construal on persuasion effects. Study 1 provided empirical evidence that the effects of goal framing (intrinsic vs. extrinsic) could be moderated by consumers’ accessible self-construal. Study 1 also demonstrated that consumers’ experienced autonomy varied depending on one’s situationally accessible self-construal, which contributes to a better understanding of autonomous motivation. Study 2 extended the findings of Study 1 and offered additional support that consumers’ accessible self-construal does indeed moderate motivation on persuasion effects. Specifically, Study 2 revealed that autonomy-supportive message framing (vs. controlling) increased consumers’ autonomous motivation and resulted in enhanced persuasion only when an independent self-construal is accessible. To date, the theoretical framework of Self Determination Theory has been limitedly used in persuasive communication, and the current work sheds light on the understudied area of the effects of goal framing and message framing in the context of persuasion. Overall, this dissertation revealed that the tenets of Self Determination Theory do not always hold true, but vary depending on consumers’ accessible self-construal. Findings of Study 1 and Study 2 add to prior literature in the realm of motivation and provide significant managerial implications to the field of consumer behavior and social marketing in terms of developing persuasive message strategies.Item The interplay between goal framing and message framing in advocating sunscreen use(2018-05-04) Gao, Qinyan; Pounders, KathrynnGoal framing and message framing have been widely studied in separate disciplines where both demonstrating theoretical and practical implications in developmental education, psychological factors, marketing, and health contexts. This work uses Self-Determination Theory and Regulatory Focus Theory, to investigate the interplay between goal framing (i.g., intrinsic versus extrinsic) and regulatory focus message framing (i.g., promotion versus prevention) in a health communication context. The study reveals a significant interactive effect between the match of intrinsic goal frame and prevention regulatory focus message frame in terms of attitude toward message. Further, the pairing of an extrinsic goal frame with a promotion regulatory focus message frame resulted in significantly higher intention to engage in healthy behavior. Therefore, this work contributes to the goal, motivation, and persuasion literature streams. This work also offers practical implications for health communication practitioners and social marketers.