MESSAGE FRAMING AND PERSUASION: THE ROLE OF CONSUMERS’ MOTIVATIONS IN PROCESSING FRAMED MESSAGES

Open Access
- Author:
- Yi, Sunghwan
- Graduate Program:
- Business Administration
- Degree:
- Doctor of Philosophy
- Document Type:
- Dissertation
- Date of Defense:
- February 23, 2004
- Committee Members:
- Johann Baumgartner, Committee Chair/Co-Chair
William T Ross, Committee Member
Margaret Grace Meloy, Committee Member
Karen Gasper, Committee Member - Keywords:
- message framing
motivation
persuasion
information processing - Abstract:
- The objective of this dissertation is to investigate the effect of message framing on persuasion, focusing on the role of consumers’ motivations in processing framed messages. Previous research on message framing has studied whether two factually equivalent messages that differ only in overall valence can be differentially persuasive. The terms “positive frame” and “negative frame” are used to refer to emphasizing favorable consequences that may happen due to complying with a target behavior, or emphasizing unfavorable consequences that may happen due to non-compliance, respectively. A review of the literature shows that previous findings on the effect of message framing on persuasion have been often inconsistent. In addition, no previous study has provided a comprehensive theoretical framework that can incorporate the majority of extant findings. The main thrust of this dissertation is that it is essential to investigate consumers’ motivations during the processing of framed messages in order to understand the effect of message framing. This dissertation consists of two essays. In Essay # 1, I propose a theoretical framework in an attempt to explain conflicting previous research findings on persuasive message framing and test the framework with a meta-analysis. My framework differs from previous research in that it explores different types of motivation that are salient while consumers process framed messages. I propose that the effect of positive vs. negative framing on persuasion is significantly moderated by two variables: degree of personal relevance of the issue and the end-state used as the anchor. Furthermore, I propose that the rationale for this prediction is provided by relative salience of accuracy-seeking motivation versus defense motivation. This theoretical framework was generally supported by a meta-analysis of previous studies. Essay # 2 considers another facet of consumers’ motivation during message processing: regulatory focus. Based on regulatory focus theory, I propose that type of consumers’ regulatory focus, either chronically salient or situationally evoked, has important implications for message processing. I propose that persuasion is enhanced when there is regulatory fit, namely, a fit between consumers’ regulatory focus and the end-state (i.e., outcome focus) of the message, given that the overall valence of the message is positive. I investigate the regulatory fit effect on persuasion in the context of two factually equivalent positively-valenced frames: the presence of gain frame and the absence of loss frame. Furthermore, I hypothesize that the intensity of anticipatory positive feelings mediates this effect of regulatory fit on persuasion. These hypotheses were supported by two experiments. Taken together, two essays in this thesis provide important theoretical contributions and managerial implications. Both researchers and marketers are encouraged to consider consumers’ motivations in examining the effect of employing factually equivalent messages on persuasion.