Effects Of Message Framing Research Articles

Consumers' green product purchase intention considering para-social interaction: An experimental study based on live-streaming e-commerce

Although live-streaming e-commerce plays an important role in promoting green consumption, there are still some obstacles to turning awareness into action. Consumers often weigh personal benefits against social benefits when making green purchasing decisions. Should streamers emphasize personal or social benefits when recommending green products? Which method of expression has better marketing effects? To address these questions, this study explores the impact of the interaction between green product message framing and benefit appeals on consumers' purchase intention and its internal mechanisms through two experiments and explores the moderating role of streamer traits based on para-social interaction theory. The results show that: (1) The interaction effects of green product message framing and benefit appeals impact consumers' green purchase intentions. (2) Green product utility perception and environmental self-responsibility mediate green product purchase intention. (3) Para-social interaction moderates the effects of green product message framing and benefit appeals on purchase intention. This research provides valuable insights for live-streaming e-commerce and related enterprises to optimize green marketing strategies and promote green consumption.

The Effect of Message Framing of Other Distribution Channels on Purchase Intention in TV Home Shopping: Focused on the Moderating Effect of Product Type (Luxury vs. General )

The Effect of Message Framing of Other Distribution Channels on Purchase Intention in TV Home Shopping: Focused on the Moderating Effect of Product Type (Luxury vs. General )

The Effects of Numerical Evidence and Message Framing in Communicating Vaccine Efficacy

To examine the effects of numerical evidence and message framing in communicating vaccine efficacy information about infectious diseases, an online experiment presented to U.S. adults different versions of a vaccination promotional message that vary by numerical vaccine efficacy evidence: (low efficacy rate: 60% vs. high efficacy rate: 95%), outcome framing (preventing disease-related infection vs. preventing disease-related severe illness), and gain vs. loss framing, using a factorial between-subjects design. While there was no significant interaction between numerical vaccine efficacy evidence and message framing, findings showed that a higher vaccine efficacy rate increased positive beliefs about vaccination and outcome framing emphasizing infection prevention increased message processing fluency. Given that infectious diseases pose higher risks for severe illness among older adults, follow-up analyses by age showed that only younger adults were sensitive to message framing where outcome framing emphasizing infection prevention increased processing fluency.

Effects of Message Frames and Sources in TikTok Videos for Youth Vaping Cessation: Emotions and Perceived Message Effectiveness as Mediating Mechanisms

PurposeThe objective of this study was to evaluate the effect of message frames (gain vs. loss) and sources (formal expert: a health-care professional vs. informal expert: an individual who successfully quit vaping) on the persuasiveness of TikTok videos among youth who currently use e-cigarettes. Additionally, the study examined how emotional responses and perceived message effectiveness (PME) mediate the framing effect on youth intention to quit vaping. MethodsA 2 (gain frame vs. loss frame) × 2 (formal expert vs. informal expert) factorial design experiment was conducted with 378 youth aged 13 to 18 who currently use e-cigarettes. The study measured participant's emotional responses, PME of the messages, and intention to quit vaping after the video exposure. ResultsMessages from a formal expert resulted in stronger intention to quit vaping compared to messages from an informal expert. Gain-framed messages were associated with higher PME when delivered by an informal expert, whereas loss-framed messages showed stronger effects on PME from a formal expert. Positive emotional responses and increased PME mediated the relationship between gain-framed messages and youth intention to quit vaping. DiscussionTikTok could serve as an effective tool for formal experts to promote vaping cessation among youth who use e-cigarettes. Additionally, the findings suggest that gain frames may be more influential than loss frames in promoting vaping cessation among youth, by eliciting positive emotional responses from the audience. The differential impact of message frames depending on source type indicates a nuanced interaction between content and messenger.

Quitting on TikTok: Effects of Message Themes, Frames, and Sources on Engagement with Vaping Cessation Videos

This study examined how message themes, frames, and sources in vaping cessation videos on TikTok influenced positive (i.e. likes, shares, positive comments regarding quitting vaping) and negative video engagement (i.e. negative comments regarding quitting vaping). TikTok videos (N = 412) with the hashtags #quitvaping and #quittingvaping were analyzed. Aspect-based sentiment analysis was conducted to evaluate the sentiment of quitting vaping in comments. Negative binomial regression models predicted video engagement from six message themes, ratios of gain and loss frames, and message sources. Themes related to nicotine addiction and physical health effectively drove positive engagement, such as likes and shares. The theme of harmful chemicals elicited mixed responses, generating both positive and negative comments regarding quitting vaping. Videos with a higher ratio of gain frames led to more positive engagement, including likes, shares, and positive comments regarding quitting vaping. Sources with informal expertise (e.g. those who have successfully quit vaping) and current e-cigarette users were more effective in engaging the TikTok audience than non-expert and non-user sources. These findings provide insights into messaging strategies that can effectively engage TikTok audiences and encourage vaping cessation.

Vaccinating for My Family or for My Community? The Effect of Message Framing on Parental Intention to Vaccinate during the COVID Pandemic.

Social media is one of the major platforms for disseminating essential health messages. The present study examined the effect of message framing (self-interest motive, prosocial motive) on an online platform for parental intention to vaccinate against COVID-19. It also examined how the effect may vary across participants' levels of parental identity centrality/salience and community orientation before the vaccine was officially available. Six hundred and sixty-three Hong Kong Chinese parents were recruited, and a total of 278 valid responses were retained in the analyses. Participants were randomly assigned to one of the three conditions: self-interest motive, prosocial motive, and control. Participants in the self-interest motive condition and the prosocial motive condition read a condition-specific message about the COVID-19 vaccine. Then, they reported their levels of intention to vaccinate against COVID-19, including parent-vaccination, child-vaccination, and medical information-seeking. A significant group effect on child-vaccination was found. Participants in the self-interest motive condition reported a higher intention to vaccinate their children against COVID-19 compared with the other two conditions. Results of moderation analyses indicated that communal orientation moderated the effect of a self-interest-motive-emphasized message on parental intention to vaccinate against COVID-19. The effect of a self-interest-motive-emphasized message appeared to be stronger on parent-vaccination, child-vaccination, and medical information-seeking among parents who reported lower levels of communal orientation. These findings provided some initial evidence of the effectiveness of message-framing in promoting parents' intention to vaccinate their children on online platforms.

COVID-19 vaccine messaging for young adults: Examining framing, other-referencing, and health beliefs.

This study investigates the interaction between message framing and point-of-reference (self vs. others) for vaccine benefits on young adults' COVID-19 vaccine confidence and intentions. It also examines how COVID-19-related health beliefs-such as perceived severity of COVID-19 and perceived benefits of obtaining the vaccine to protect others-mediate these interactions. In a 2 (framing: gain vs. loss) × 3 (reference point: self, others, university community) between-subjects experiment (Fall 2021), 202 participants ages 18-23 were shown animated messages with embedded manipulations to convey vaccine information. Moderated mediation models tested the conditional indirect effects of framing on vaccine confidence and intentions. Reference point significantly moderated the effect of framing on the perceived severity of COVID-19. More specifically, and somewhat contrary to previous literature, perceived severity was highest when messages emphasized gains for others. In turn, perceived severity correlated positively with vaccine confidence and intentions, resulting in a significant conditional indirect effect. Despite its positive relationship with COVID-19 vaccine confidence and intentions, perceived benefit to others was not a significant mediator. This study provides evidence for the role of reference point in moderating the effect of gain-loss message framing on COVID-19 vaccine attitudes and intentions. However, the findings differ from past research, suggesting other-gain messages may be an optimal strategy for promoting these vaccine outcomes for young adults. Overall, findings have implications for developing tailored messaging strategies that account for the nature of targeted populations and the evolving perceptions of the disease and its associated messaging campaigns. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

The role of emotions in climate change communication: Examining the effects of strategy and issue framing on emotional responses and online climate action intentions

The way in which climate change-related information is framed can influence not only cognitive outcomes but also emotional responses. This web-based experiment (n = 331) investigated the effects of strategy framing and issue framing on emotions and online climate action intentions in the context of climate relationship between China and the United States. Results indicated that strategy framing increased negative emotions (i.e., anxiety and anger), whereas issue framing triggered more positive emotions (i.e., pride and excitement). No significant difference was observed regarding climate action intentions between two groups. Additionally, anxiety and anger mediated the effects of message framing on online climate action intentions. Habitual worry about climate change and attitude toward China-U.S. climate collaboration moderated the effects of strategy framing and issue framing on discrete emotions. The findings offer theoretical insights regarding emotional responses to strategy framing and practical implications on climate communication.

Effectiveness of a Mobile Phone Messaging-Based Message Framing Intervention for Improving Maternal Health Service Uptake and Newborn Care Practice in Rural Jimma Zone, Ethiopia: Protocol for a Cluster Randomized Controlled Trial.

Ethiopia has high rates of maternal and neonatal mortality. In 2019 and 2020, the maternal and newborn mortality rates were estimated at 412 per 1,000,000 births and 30 per 10,000 births, respectively. While mobile health interventions to improve maternal and neonatal health management have shown promising results, there are still insufficient scientific studies to assess the effectiveness of mobile phone messaging-based message framing for maternal and newborn health. This research aims to examine the effectiveness of mobile phone messaging-based message framing for improving the use of maternal and newborn health services in the Jimma Zone, Ethiopia. A 3-arm cluster-randomized trial design was used to evaluate the effects of mobile phone-based intervention on maternal and newborn health service usage. The trial arms were (1) gain-framed messages (2) loss-framed messages, and (3) usual care. A total of 21 health posts were randomized, and 588 pregnant women who had a gestational age of 16-20 weeks, irrespective of their antenatal care status, were randomly assigned to the trial arms. The intervention consisted of a series of messages dispatched from the date of enrolment until 6-8 months. The control group received existing care without messages. The primary outcomes were maternal health service usage and newborn care practice, while knowledge, attitude, self-efficacy, iron supplementation, and neonatal and maternal morbidity were secondary outcomes. The outcomes will be analyzed using a generalized linear mixed model and the findings will be reported according to the CONSORT-EHEALTH (Consolidated Standards of Reporting Trials of Electronic and Mobile HEalth Applications and onLine TeleHealth) statement for randomized controlled trials. Recruitment of participants was conducted and the baseline survey was administered in March 2023. The intervention was rolled out from May 2023 till December 2023. The end-line assessment was conducted in February 2024. This trial was carried out to understand how mobile phone-based messaging can improve maternal and newborn health service usage. It provides evidence for policy guidelines around mobile health strategies to improve maternal and newborn health. Pan African Clinical Trials Registry PACTR202201753436676; https://tinyurl.com/ykhnpc49. DERR1-10.2196/52395.

A study on the effectiveness of narrative image types, message framing, and psychological distance in enhancing young people's self-efficacy in marine garbage recycling

Intentional or unintentional littering, especially among young people, poses a threat to the marine environment. It is, therefore, necessary to enhance awareness of marine environmental protection among youth groups. This study explored the interaction between visual image types (photograph vs. cartoon), message framing (positive vs. negative), and psychological distance (human vs. turtle). A three-way analysis of variance (ANOVA) and regression analysis were used to verify the hypotheses. The key findings of the research were as follows: (1) Among the eight information construction methods, cartoons combined with turtles and presented with positive outcomes were the best way to communicate, i.e., cartoons showing animals in a friendly and positive way were the most effective form of marine garbage recycling for young people, and (2) Young people's preference for information will promote their self-efficacy in marine garbage recycling. The implications of these findings for developing marine protection information communication education for youth groups are also proposed.

Guiding tourists’ cautious behaviour: the interaction role of goal message framing and construal level message during the public health crisis context

ABSTRACT Crisis communication is crucial for tourists’ safety, few studies have explored the impact of goal message framing and construal level message on tourists’ cautious behaviours in the public health crisis context. This study investigated the interaction effects of goal message framing effects (gain vs. loss) and construal level message (concrete vs. abstract) on tourists’ risk perception and cautious behaviours using two experiments. The findings suggest that the combination of a loss message and a concrete message, as well as the combination of a gain message and an abstract message, can effectively guide tourists’ cautious behaviours. Among these, the amalgamation of loss message framing with a concrete message is more effective and significant. Simultaneously, the persuasive effect of goal message framing and construal level on tourists’ cautious behaviours is mediated through risk perception. The results of this study can have better suggestions and responses for government units and tourism organisations in tourism crisis management.

The impact of emotional vs rational message framing on social media users' detection and sharing of misinformation: an experimental study

PurposeThis study aims to investigate the impact of message framing (emotional vs rational) on social media users' ability to accurately detect information and their intention to share messages about the COVID-19 vaccine.Design/methodology/approachUsing an experimental design approach, the authors recruited 600 adult participants via a crowdsourcing platform. Participants were randomly assigned to receive emotional or rational messages and their ability to accurately detect information and intention to share messages were assessed.FindingsThe results showed a significant multivariate effect of message framing on both the detection of accurate information and intention to share (p < 0.001). Participants who received emotional messages demonstrated better performance in the detection and sharing task than those who received rational messages. Gender and age also had significant main effects on the outcomes, with women performing better than men and younger participants performing better than older participants in detecting the accuracy of information. The interaction effects of the independent variables were not statistically significant (p = 0.098).Originality/valueThe findings highlight the importance of considering emotional factors in combating the spread of messages about the COVID-19 vaccine on social media. Practitioners responsible for social media content should strengthen the content review mechanism, with an emphasis on screening content with high emotional arousal.

Effectiveness of Message Framing in Changing Restaurant Diners’ Plant-Based Meat Consumption

Drawing on regulatory fit theory, construal level theory, and means-end theory, this research examined the effects of message framing, message information, and message description on restaurant diners’ consumption intentions (CI) and the amount more they would be willing to pay ($WTP) for a plant-based diet. The study employed a mixed between-within-group methodology with a micro-longitudinal 2 (gain vs. loss framing) × 2 (health vs. environment information) × 2 (attribute-based vs. benefit-based description) scenario-based experimental design. An analysis of 361 survey responses revealed that health information should be conveyed through gain-framed messages with benefit-based descriptions, whereas environment information should be conveyed through loss-framed messages with attribute-based descriptions. These results enriched our understanding of diners’ attitudes towards plant-based meat consumption. The findings lay a theoretical foundation for future studies and present practical implications for the hospitality industry.

Opinion shopping for tax advice: The effects of client narcissism, social bonds, and message framing

Contentious interactions can arise between a tax professional and client upon disagreement over a tax position. These interpersonal exchanges can lead to “opinion shopping” and represent a threat to voluntary tax compliance and the public interest. Opinion shopping is likely to increase in an era of rising narcissism because antagonistic narcissists are known to react aggressively to rejection of their views. To better understand drivers of opinion shopping, we conduct a quasi-experiment with 222 U.S taxpayers. We find clients with higher (lower) levels of antagonistic narcissism are more (less) likely to opinion shop and switch to another tax preparer. We also examine the efficacy of two theory-motivated moderators of client antagonistic narcissism: [1] tax professional – client social bonds and [2] persuasive messaging by the advisor. By doing so, we respond to calls to explore moderating influences on the undesirable effects of antagonistic narcissism while also providing novel insight into factors influencing taxpayer clients’ decision-making following interpersonal exchanges with a tax advisor. We find that while close social bonds and sanction warnings reduce opinion shopping among participants lower in antagonistic narcissism, they fail to do so among participants higher in antagonistic narcissism. Theory provides no basis for predicting a three-way interaction, and we find none. Contributions to the research literature, as well as implications for tax practice and policy internationally, are also discussed.

Maximizing the Effectiveness of Anti-Smoking Campaigns With Targeted Framing Strategies: Evidence From Behavioral and Neurological Studies

Background The global prevalence of smoking remains a significant public health concern, necessitating the development of effective anti-smoking campaigns to promote smoking cessation and discourage smoking initiation. Understanding the factors that influence individual responses to anti-smoking messages is critical for tailoring campaigns to different populations. Focus of the Article This study substantially exhibits the concepts of audience segmentation and targeting, informed by theory and formative research, and monitoring and evaluation research in the context of anti-smoking campaigns. Research Question The article aims to answer how smoking behavior and message framing influence individuals’ counterarguing responses to anti-smoking advertisements and the implications for ad effectiveness. Approach The research investigates the role of smoking behavior (smokers vs. non-smokers) and message framing (positive vs. negative) in shaping individuals’ counterarguing responses to anti-smoking advertisements, using two studies involving behavioral and neuroscientific methods. Methods Study 1 employed an online video task with 1920 participants, examining the effects of smoking behavior and message framing on ad effectiveness. Study 2 used electroencephalography (EEG) to record brain activity from 31 participants while they viewed anti-smoking video advertisements, focusing on the neural correlates of counterarguing and their effect on anti-smoking ad effectiveness. Results Study 1 found that smokers report lower ad effectiveness compared to non-smokers, and observed an interaction between smoking behavior and message framing. Study 2 found that smoking behavior significantly influenced brain activity in the dorsolateral prefrontal cortex (dlPFC), ventrolateral prefrontal cortex (VLPFC), and anterior cingulate cortex (ACC) regions in response to anti-smoking ads. Additionally, a significant interaction was observed between smoking behavior and ad framing on brain activity in all three regions. Recommendations for Research or Practice The findings suggest that anti-smoking campaigns should be tailored to the specific needs and attitudes of smokers and non-smokers, with separate campaigns for each group. Future research could explore the role of other individual differences in shaping counterarguing responses, the long-term effects of exposure to different types of anti-smoking messages on smoking behavior, and using more advanced neuroimaging techniques to investigate the neural processes that underlie counterarguing responses to anti-smoking messages for better flow.

Utilizing gain and loss message framing for consumers: A Machiavellian perspective

ABSTRACT Marketers are looking to understand consumers better as they obtain more buying power. We examine the roles of message framing and its interaction with the Machiavellianism personality trait on attitudes toward the store advertisement and intention to recommend the store. Based on two studies, we find that gain-framed messages result in significantly higher attitude levels towards the store advertisement and intention to recommend. We also find a significant interaction effect of message framing and Machiavellianism on consumer attitudes toward the store advertisement and intention to recommend the store. Marketers can focus on message-framing strategies to improve attitudes toward store advertisements and intentions to recommend when achieving goals set by their organization. In our second study, we replicate the main effects, but the interaction effect reverses direction for Gen Z consumers, suggesting there may be times to use different message-framing strategies.

Effects of message frames and visual cues on cell-cultured meat communication: sensation seeking as a moderator

Cell-cultured meat presents environmental and ethical advantages; however, negative public acceptance remains a significant hurdle. To generate more effective public engagement on this topic, we conducted two online experiments exploring the impact of message framing and food cues (Experiment 1) and the moderating role of an individual's personality trait, sensation seeking, (Experiment 2) on the perception of cultured meat news shared via social media. Our findings revealed that messages employing individual benefit-framing, as opposed to societal benefit-framing, resulted in more positive perceptions of cultured meat. Incorporating direct food cues in the communication led to reduced risk perception, a more favorable attitude, and increased intention to purchase cultured meat. Furthermore, sensation seeking was shown to be a significant moderator for the effects of the message features. Theoretical and practical contributions are discussed.

Finding the Right Voice: How CEO Communication on the Russia–Ukraine War Drives Public Engagement and Digital Activism

This research examines the influence of CEO versus brand communication on public engagement and digital activism during the Russia–Ukraine war. Brand communication refers to messages sent out through an organization's social media accounts, whereas CEO communication comes from the executive's personal account. The authors depart from an analysis of 236,119 tweets investigating the effects of message sender (CEO vs. brand), message framing (self vs. other), and message appeal (informational vs. emotional) on engagement (i.e., likes, retweets, and replies). To further understand, they subsequently deploy a 2 × 2 between-subjects design (N = 608) that introduces scenarios where either a CEO or brand proposes a public policy campaign, advocating support for U.S. citizens (self framing) or Ukrainian civilians (other framing). Key findings reveal that CEO communications foster greater engagement and digital activism than brand messages. CEO communication that merges self framed with informational appeals or other framed with emotional appeals outperforms brand messages regarding public engagement. In addition, CEO campaigns centered on Ukrainian civilians amplify digital activism, mirroring findings when brands approach the war's implications for U.S. citizens. Together, these insights unveil the intricate dance of message sender, framing, and appeal during global geopolitical events, providing vital knowledge for organizations and policy makers aiming to optimize public backing in times of war.

Not Our War: The Effects of Response Strategies and Message Frames From a Russian Association on the Public’s Attitude Toward Russians Living in Germany

Not Our War: The Effects of Response Strategies and Message Frames From a Russian Association on the Public’s Attitude Toward Russians Living in Germany

Promoting the Use of Electric Vehicles on Social Media: The Effects of Message Framing, Point of Reference, and Political Affiliation on Perceived Information Value for Others and Purchase Intentions

This study examined how message framing, reference points, and political affiliation influence audiences’ perceived information value for others and purchase intentions regarding an organization’s promotion of electric vehicles (EVs) on social media. The results from an experiment showed that participants (n = 506) evaluated posts emphasizing benefits for the self of purchasing an EV to have greater information value for the recipients in their network than posts highlighting benefits for the environment. When political affiliation was considered, the effects of framing and reference points were only observed among Democrats. Democrats found self/gain and environment/loss posts to have greater information value for others. No significant effects were found regarding message framing, reference points, or their interactions on purchase intentions.