Message Framing Research Articles

MARKETING APPS THROUGH TEXTS AND IMAGES: STUDY OF ROLE-PLAYING GAMES

ABSTRACT This study examines how message framing affects the success of gaming mobile apps. It focuses on role playing games and investigates the impact of app descriptions and icons on app performance. The analysis of data from 267 role playing gaming mobile apps reveals that lower levels of construal induced by app descriptions and icons result in better app performance. Furthermore, the research identifies an interaction between the construal level of app descriptions and icons. This study expands the understanding of construal level theory in the digital gaming realm and provides valuable insights for mobile app developers.

Quantitative Measurements of the Effect of Framing and Social Closeness on Decision Making

According to prospect theory of framing, people's decisions are influenced by the potential outcomes themselves and how those outcomes are framed. In our study we investigated if social closeness would influence people in the same way and if it has an increased impact when used in combination with framing. We hypothesized that if the message is in gain-frame, then the potential donors, participants, will be more willing to donate, and if the potential donor and the recipient have a close relationship, then the donor will show higher willingness to donate. Furthermore, it is hypothesized that there will be an interaction effect between message framing and social closeness on willingness to donate. Participants (N = 1539) were randomly assigned to two different types of survey, one in a gain frame and other one in a loss frame. Social closeness was manipulated into two levels, close family member and close friend, and participants were again randomly assigned to two different types, with one asking to give the name of their close friend, and the other one asking to give the name of their close family member. Framing and social closeness both had effects on participants' decision making, however, unlike our hypothesis, did not have a combined effect. Our results imply that individuals may process information about framing and their social relations separately when deciding on donating. The cognitive process involved in this kind of decision making may require two separate processes for evaluating framing and social closeness, respectively.

Understanding We Can Do This COVID-19 vaccine campaign elements through message frames and emotional appeals

This study looks into the message frames, emotional appeals, and approaches used in the We Can Do This COVID-19 vaccine campaign by the U.S. Department of Health and Human Services (HHS). A quantitative content analysis of 145 audio-visual campaign elements was guided by framing theory. Results indicate that the campaign messages primarily focused on vaccine benefits and used an informational approach to messaging. Consistent use of hope is observed alongside frames, such as vaccine information, facts and findings, and preventive measures. The moral obligation frame uses a more negative appeal (i.e., guilt) across the campaign elements. Additionally, while informational messages incorporate a more fear appeal, sadness, guilt, and hope remain the consistent emotional appeals in the transformational message approach. The findings of this study can serve as a valuable resource for the U.S. Government authorities and other healthcare experts in the implementation of comparable vaccination campaigns.

User-tailored privacy: unraveling the influences of psychological needs and message framing on app users’ privacy Disclosure intentions

User-tailored privacy: unraveling the influences of psychological needs and message framing on app users’ privacy Disclosure intentions

Entrepreneurial alertness and new firm performance: a moderated mediation model

PurposeSupported by the literature on dynamic capabilities, this study aims to propose a moderated mediation model to examine how entrepreneurial alertness advances new firm performance by identifying strategic flexibility as a pivotal mediator and absorptive capacity as a crucial contingency.Design/methodology/approachThis paper collects data from 137 new firms regarding activities that were considered essential during the COVID-19 contingency in Mexico. The hypotheses are tested using hierarchical multiple regression analysis, complemented with the bootstrapping approach to confirm the indirect and conditional effects of entrepreneurial alertness on firm performance through strategic flexibility.FindingsThe results yielded general support for the study hypotheses, suggesting that entrepreneurs’ alertness facilitates the firms’ ability to respond to changes in their context, namely, strategic flexibility; strategic flexibility enables firms make useful changes, leading to better performance; entrepreneurial alertness indirectly affects new firm performance through strategic flexibility; absorptive capacity has a positive moderating impact on the entrepreneurial alertness-strategic flexibility relationship; and the positive influence of entrepreneurial alertness on strategic flexibility and ultimately new firm performance was increased in high rather than in low absorptive capacity.Practical implicationsThis study highlights that entrepreneurs’ cognitive mechanisms shape the behaviour of their firms through strategic decisions. This paper studies the influence of entrepreneurs’ alertness on strategic flexibility, examines the interplay between entrepreneurial alertness and environmental conditions via absorptive capacity and proposes a moderated mediation model to understand the effect of entrepreneurs’ alertness on strategic flexibility and new firm performance.Originality/valueThe study investigates the influence of assertive message framing and individual value orientations on the reactance process in the context of environmentally friendly mobility. It finds individual value orientations to be a significant factor in the reactance process, further extending the psychological reactance theory. Moreover, it revalidates reactance as a construct consisting of anger and negative cognition.

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 )

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.

“Take no risk!”: Immediate and delayed backfire-effect of risk-reducing messages in retailers' return and exchange policies

While much research highlights the positive effects of appropriate risk framing in online retail advertising, this study reveals its potential adverse impact on consumer purchase decisions, particularly when communicating retailers' return and exchange policies. We conducted four studies, including three distinct field experiments in partnership with a major online retailer, to explore immediate and deferred consumer behaviors - advertising engagement and actual purchases - across over 452,632 consumers, and one controlled online experiment to test the proposed hypotheses. Studies 1a and 1b examined the short-term adverse effects of reassuring risk framing on immediate advertising engagement, and Study 2 assessed its impact on delayed decisions (actual purchase). Study 3 provided insights into the underlying psychological mechanisms using the persuasion knowledge theory. Our findings indicate that framing messages such as “take no risk” can diminish advertising engagement and actual purchasing behavior, because of greater persuasion knowledge. Advertisers are advised to carefully evaluate the use of risk-reducing messages in their communication to avoid unintended negative impacts on both advertising engagement and actual purchase behavior. This study enriches the advertising literature by uncovering the backfiring effects of reassuring risk-reducing framing.

Environmental Conservation and the Bulawayo CBD as a Linguistic Landscape Construction: An Ecolinguistics Perspective

This study deploys the ecolinguistics perspective to examine how purposively selected signs communicate environmental conservation issues in the city of Bulawayo as a linguistic landscape construction. Drawing on Haugen’s language ecology model and Halliday’s eco-discursive approach, the study reveals that the dominance of English and the invisibility of indigenous languages violate an inclusive ecosophy couched on principles of diversity and harmony, interaction and coexistence. The study also reveals an ecological orientation that is both beneficial and ambivalent. We therefore recommend the inclusion of indigenous languages and the framing of more eco-beneficial messages that foreground the benefit of positive environmental stewardship.

The “Green Persuasion Effect” of Negative Messages: How and When Message Framing Influences Tourists’ Environmentally Responsible Behavior

The “Green Persuasion Effect” of Negative Messages: How and When Message Framing Influences Tourists’ Environmentally Responsible Behavior

Telling (mis)fitting new product stories: The role of consumer orientations, product innovativeness, and message framing on new product evaluations

AbstractExtant research proposes that consumer goal orientation‐message frame fit (consumer–message fit) leads to favorable product evaluations. However, there is evidence that consumer goal orientation‐message frame misfit (consumer–message misfit) at times also result in favorable evaluations of new products. This study develops and tests a novel prediction that shows how consumer–message misfit results in consumers having more favorable responses toward new products when the type of innovation (incremental vs. radical) is perceived as instrumental to achieving the consumer's goals with the product (innovation–consumer fit), creating a kind of fit–misfit effect. Results from four experiments encompassing multiple new product categories support this fit–misfit prediction. We further show that surprise mediates the effect of fit–misfit. This research builds on current theory involving goal orientations and schema‐incongruity, recommends several areas for future research, and presents practical implications for managing new product communication messages.

Investigating the effects of political correctness in social marketing messaging

Purpose Obesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach – politically correct vs politically incorrect and gain vs loss message framing – generates higher consumer intentions to change their behavior. Design/methodology/approach Four experiments were conducted with nationally representative samples to examine the effect of PC and gain vs loss message framing on consumers’ behavior changing intentions. Findings Politically correct prosocial marketing messages displayed higher persuasiveness than politically incorrect messages. Each relationship was mediated by the perceived manipulative capacity of the message and consumers’ attitudes toward the message. Message framing performed as a boundary condition for these effects. Research limitations/implications This paper sought to contribute to the literature that investigates the effectiveness of social marketing efforts. Three specific contributions related to the effects of message frames on politically correct and incorrect social marketing messages were developed. Practical implications The strategies presented in this paper benefit firms wishing to create a more prosocial approach to their business. A firm can present a prosocial message to their target market in a frame focusing on what will be gained instead of lost. Likewise, firms should welcome this type of messaging that embraces politically correct terminology instead of shying away from it. Originality/value This paper generates actionable insights for marketers and policymakers regarding how best to communicate with targeted segments about culturally- and personally sensitive topics related to obesity and weight loss. This paper also contributes to the literature that explores the effectiveness of social marketing initiatives. The findings suggest policymakers and social marketers should be cautious and, regardless of today’s sociopolitical environment, avoid falling into the temptation of developing politically incorrect and loss-framed messages.

Shaping pro-environmental behavior through CSR messaging: Insights from the norm activation model

Encouraging consumers to adopt environmentally responsible behaviors is essential for achieving sustainability goals in hospitality and tourism. Service providers can leverage the norm activation model (NAM) and anthropomorphism to activate consumers’ personal norms and motivate pro-environmental actions. While NAM has been widely applied to pro-environmental intentions in tourism and hospitality, two critical research gaps remain (i) the role of message framing valence and (ii) the influence of anthropomorphism in shaping personal norms. We conducted two experiments where participants were exposed to CSR messages framed based on positive or negative consequences and anthropomorphic vs. non-anthropomorphic depictions of the Earth. Results showed that message framing alone did not significantly influence personal norms or pro-environmental behaviors. However, when positive consequence framing was combined with anthropomorphism, the effectiveness of the messages significantly increased, leading to greater pro-environmental intentions. These findings suggest that hospitality players can enhance the impact of their CSR messages by incorporating anthropomorphism and emphasizing positive outcomes.

Message framing's limited efficacy in counteracting parental hesitancy towards human papillomavirus vaccination for female adolescents: Insights from a randomized trial.

Parental acceptance of HPV vaccination remains low. This study investigates the influence of different message framing on Chinese parental intentions to vaccinate their daughters against HPV. A 2 (appeal framing: gain vs. loss) × 2 (cultural value: individualism vs. collectivism) × 2 (evidence type: narrative vs. non-narrative) factorial design was used in an online experiment. Parents of unvaccinated junior high school girls were recruited and included in the experiment. The primary outcome assessed was the reduction in HPV vaccine hesitancy (VH). The analysis of variance tests (ANOVAs) and hierarchical regression analyses were conducted to test the hypotheses. Of 4012 participants, the majority were women with low VH. Only loss-framing exerted a direct effect on advocacy (p = .036). Initial VH negatively moderated this effect (p = .027). Except for narrative evidence (p = .068), message framings showed significant small effects in low-hesitant participants (p = .032). An incentive policy negatively moderated the initial VH's effect on advocacy (p = .042). Persuasion was evident only among low-hesitant participants not receiving incentives (p = .002). In contrast, for highly hesitant individuals without incentive policies, loss-framing (p = .024) and collectivism perspective (p = .033) produced counterintuitive effects. Message framing is effective among low-hesitant parents of female adolescents in improving HPV vaccination decisions without economic incentives. Non-narrative evidence and loss-framing messages should be prioritized over narrative evidence and gain-framing messages. Nonetheless, caution is warranted when engaging with highly hesitant parents.

Strategically communicating inclusion efforts at hospitals: Trust-signalling for community engagement.

Trust is a challenging and complex concept and takes on particular significance in the context of community engagement and communication in healthcare. For the purpose of making health services more inclusive and of tackling discrimination where it occurs, there is a need to articulate a vision for inclusion that communities of historically disadvantaged or stigmatised patients can trust. This article considers examples of diversity and inclusion 'signals' on the public websites of two large public hospitals in Melbourne, Australia. We suggest that there is value in public communications reaffirming respect for diversity and a commitment to inclusion in health services. We also make the case for interdisciplinary research into how trust-signalling strategies, that is, rhetorical strategies employed to reassure or convince, are developed by and for health services for the purposes of community engagement, and the specific effects that they may engender. Websites' framing of messages that affirm institutional commitments to fostering an inclusive environment and addressing barriers can serve as a means of explicitly encouraging patients and healthcare workers from marginalised communities to overcome potential obstacles to fuller healthcare engagement and workforce participation respectively.

The influence of message frame and product type on green consumer purchase decisions : an ERPs study

Green consumption is a crucial pathway towards achieving global sustainability goals. Product-oriented green advertisements can effectively stimulate consumers’ latent needs and convert them into eventual purchasing intentions and behaviors, thereby promoting green consumption. Given that neuromarketing methods facilitate the understanding of consumers’ decision-making processes, this study combines prospect theory and need fulfillment theory, employing event-related potentials (ERPs) as measures to explore changes in consumers’ cognitive resources and emotional arousal levels when confronted with green products and advertising information. This enables inference regarding consumers’ acceptance of purchasing and their psychological processes. Behavioral results indicated that message framing influences consumers’ purchases, with consumers consuming more green in response to negatively framed advertisements. EEG results indicated that matching positive framing with utilitarian green products was effective in increasing consumers’ cognitive attention in the early cognitive stage. In the late stage of cognition negative frames stimulated consumers’ mood swings more, and the influence of product type depended on the role of message frames, and the consumption motivation induced by the product, whose influence was overridden by external evaluations such as message frames. These research findings provide an explanation for the impact of frame information on consumers’ purchasing decisions at different stages, assisting marketers in devising diverse promotional strategies based on product characteristics to foster the development and practice of green consumption. This will further embed the concept of green consumption advocated by organizations such as the United Nations Environment Programme (UNEP), World Wildlife Fund (WWF), and Greenpeace into the public consciousness.

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.

ANALYZING COLLAGE AS A COMMUNICATION ACT IN THE DIGITAL AGE BASED ON THE DADAISM RENEWAL MOVEMENT'S SPIRIT

Collage combines the semiotic tradition of Roland Barthes, the phenomenological tradition of Edmund Husserl, the critical tradition of Karl Marx, and the point of view of Jurgen Habermas in visual communication. The collage technique creates trans-aesthetic elements and double codes, a Dadaist method of encoding signs. Building on previous research, this study explores collage art as a communication act and its process in the digital era. Digital photography technology and computer software facilitate quicker and easier creation of collage art, emphasizing the fundamental concept of "paste." This pasting-sticking process mirrors the communication process of art and design in the digital era, illustrating cyclical communication capable of transcending space and time. The research has several conclusions. (1) By enhancing visual communication strategies and efficiency based on the spirit of the Dadaism renewal movement, unique collages can be created as a personal sign of message(s). (2) Collages as communication act in the digital era represent dialogue in trans-aesthetics code. (3) On the other hand, with the spirit of Dadaism that contains a free mind, open creation, and emphasis on social-cultural issues, collages as a communication process are also possible to frame messages and create fallacy.

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.

Selling sustainability: making green advertising more concrete with circular economy message framing

Advertising for green products is often deemed too abstract, limiting some consumers’ interest in purchase. Examination of how to reduce this perceived abstractness is scant. Drawing on construal level theory, conceptual metaphor theory and the circular economy, we propose that circular economy message framing can reduce the perceived abstractness of green advertising because it is based on the conceptual metaphor of a circle. This reduced abstractness, in turn, increases green advertising effectiveness. Two studies demonstrate that circular economy framing of green advertising claims on laundry detergent packaging elicits more concrete interpretation, particularly for consumers in a more concrete mindset who previous research shows are unaffected by green advertising’s perceived abstractness. This more concrete interpretation leads to a willingness to pay more for the advertised brand. A third study shows that when consumers are exposed to an educational video that frames sustainability as the circular economy, they perceive sustainability as more concrete and are more willing to engage in sustainable consumption behaviors than consumers who are exposed to an unrelated video. Findings offer insights for theory and practice to increase green advertising’s effectiveness and improve the uptake of sustainable consumption.