The Effects of Gain Versus Loss Message Framing and Point of Reference on Consumer Responses to Green Advertising

Sigal Segev, Juliana Fernandes, Weirui Wang

Research output: Contribution to journalArticle

17 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)35-51
Number of pages17
JournalJournal of Current Issues and Research in Advertising
Volume36
Issue number1
DOIs
StatePublished - Jan 2 2015

ASJC Scopus subject areas

  • Marketing

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