Advertising framing effects and consideration of future consequences.
Many consumers have a difficult time considering the future consequences of their behaviors and are prone to discount future health risks. The two experiments presented here test the effectiveness of framing techniques designed to persuade consumers who typically do not consider the future consequen...
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2011
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Advertising framing effects and consideration of future consequences. Kees, Jeremy. Many consumers have a difficult time considering the future consequences of their behaviors and are prone to discount future health risks. The two experiments presented here test the effectiveness of framing techniques designed to persuade consumers who typically do not consider the future consequences of their behaviors to make better health decisions. Results from Study 1 show that present-oriented consumers can be more strongly persuaded by messages that emphasize proximal rather than distal consequences of unhealthy food choices. Findings of Study 2 suggest that messages focused on promotion strategies (vs. prevention strategies) result in higher behavioral intentions for present-oriented consumers. 2011 Villanova Faculty Authorship vudl:177616 Journal of Consumer Affairs 45(1), March 2011, 7-32. en |
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Advertising framing effects and consideration of future consequences. |
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Kees, Jeremy. |
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Many consumers have a difficult time considering the future consequences
of their behaviors and are prone to discount future health
risks. The two experiments presented here test the effectiveness of
framing techniques designed to persuade consumers who typically do
not consider the future consequences of their behaviors to make better
health decisions. Results from Study 1 show that present-oriented consumers
can be more strongly persuaded by messages that emphasize
proximal rather than distal consequences of unhealthy food choices.
Findings of Study 2 suggest that messages focused on promotion strategies
(vs. prevention strategies) result in higher behavioral intentions
for present-oriented consumers. |
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2011 |
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Journal of Consumer Affairs 45(1), March 2011, 7-32. |
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Kees, Jeremy. |
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Kees, Jeremy. Advertising framing effects and consideration of future consequences. |
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Journal of Consumer Affairs 45(1), March 2011, 7-32. |
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2011 |
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Advertising framing effects and consideration of future consequences. |
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Many consumers have a difficult time considering the future consequences
of their behaviors and are prone to discount future health
risks. The two experiments presented here test the effectiveness of
framing techniques designed to persuade consumers who typically do
not consider the future consequences of their behaviors to make better
health decisions. Results from Study 1 show that present-oriented consumers
can be more strongly persuaded by messages that emphasize
proximal rather than distal consequences of unhealthy food choices.
Findings of Study 2 suggest that messages focused on promotion strategies
(vs. prevention strategies) result in higher behavioral intentions
for present-oriented consumers. |
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