Abstract
BackgroundMessage framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. New methodThis study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. ResultsThe behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing.As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information.Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. ConclusionOur results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.
Highlights
In modern-day business, many companies pay close attention to environmental concerns, acknowledge the significance of environmentally focused marketing strategies, and emphasize “green” advertising for their products and services (Green Marketing: A Global Strategic Business Report - Asia Green Buildings, 2019)
Our research questions are: 1) When the potential benefits and losses of a product are portrayed through message framing, do they influence attention and emotion? and 2) Does the fabrication of such positive and negative message-framing shape purchase intentions regarding environmentally safe products? Based on the abovementioned literature, we have developed the hypothesis that the event-related potential (ERP) components discussed above explain the effect of different message-framing types on participants' attention to and processing of emotional stimuli regarding eco-friendly products
In Study 1, we examined how attentional and emotional stimuli can evoke ERP components
Summary
In modern-day business, many companies pay close attention to environmental concerns, acknowledge the significance of environmentally focused marketing strategies, and emphasize “green” advertising (i.e., advertising that targets environmentally conscious consumers) for their products and services (Green Marketing: A Global Strategic Business Report - Asia Green Buildings, 2019). By applying the event-related potential (ERP) method, studies have found that positive and negative messages are processed differently and provide dissimilar purchase intentions (Jin et al, 2017). A variety of research studies have examined the roles of attention and emotion in framing effects from different perspectives (Lin and Yang, 2014; Murch and Krawczyk, 2013), but there is, as yet, no clear synthesis of the current evidence regarding this issue. Based on the abovementioned literature, we have developed the hypothesis that the ERP components discussed above explain the effect of different message-framing types on participants' attention to and processing of emotional stimuli regarding eco-friendly products Our research questions are: 1) When the potential benefits and losses of a product are portrayed through message framing, do they influence attention and emotion? and 2) Does the fabrication of such positive and negative message-framing shape purchase intentions regarding environmentally safe products? Based on the abovementioned literature, we have developed the hypothesis that the ERP components discussed above explain the effect of different message-framing types on participants' attention to and processing of emotional stimuli regarding eco-friendly products
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