메시지 프레이밍과 제품 유형 및 시간적 거리감이 소비자 태도에 미치는 영향

초록

This study attempts to examine effects of message frame direction on consumer attitudes for general consumer products. More specifically the study examines if gains-based message and losses-based message have differential influences on consumer attitudes. Also, the study examines effects of product type(new vs existing product) and temporal distance(near future vs distant future) as moderating variables of message framing. The study manipulates message framing direction(positive vs negative direction), product type (new vs existing product) and temporal distance(near future vs distant future) in an experiment. All three factors are treated as between-subjects factors and eight experimental conditions are created by combining the three factors(2x2x2). Major findings of the study can be summarized as follows. First, main effect of message framing direction and interaction effects of message framing direction by product type and message framing direction by temporal distance are significant in influencing consumer attitudes. Second, a positive message framing as opposed to a negative framing had more favorable influence for an existing product, however no significant difference was found for a new product. Third, a positive message framing as opposed to a negative framing had more favorable influence for purchasing in the distant future, however no significant difference was found for purchasing in the near future. Finally, the three way interaction of message framing direction, product type and temporal distance is not significant on consumer attitudes. The results of this study implicate that in general marketers are recommended to use a positive framing, especially when developing communication messages for existing products and for consumers who will buy in the distant future. The study has some limitations including rather small effect sizes, use of only one product as an experimental stimulus, and use of only one year later as a distant future. Future research directions are suggested to deal with the limitations.

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