TY - JOUR
T1 - The Effects of Gain Versus Loss Message Framing and Point of Reference on Consumer Responses to Green Advertising
AU - Segev, Sigal
AU - Fernandes, Juliana
AU - Wang, Weirui
PY - 2015/1/2
Y1 - 2015/1/2
N2 - An experiment was employed to determine the effect of gain versus loss message framing, point of reference (i.e., self vs. environment), and product involvement on the effectiveness of green advertising. Results indicate that in the context of green advertising for consumer products, gain frames and self appeals elicit more favorable responses than loss frames and environment appeals. However, when combined, a self/loss framing is more persuasive than an environment/loss framing. This difference was muted for the high product involvement condition, possibly due to more message elaboration occurring under this condition. Theoretical and managerial implications are discussed.
AB - An experiment was employed to determine the effect of gain versus loss message framing, point of reference (i.e., self vs. environment), and product involvement on the effectiveness of green advertising. Results indicate that in the context of green advertising for consumer products, gain frames and self appeals elicit more favorable responses than loss frames and environment appeals. However, when combined, a self/loss framing is more persuasive than an environment/loss framing. This difference was muted for the high product involvement condition, possibly due to more message elaboration occurring under this condition. Theoretical and managerial implications are discussed.
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U2 - 10.1080/10641734.2014.912600
DO - 10.1080/10641734.2014.912600
M3 - Article
AN - SCOPUS:84927559351
VL - 36
SP - 35
EP - 51
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
SN - 1064-1734
IS - 1
ER -