scholarly journals Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire

2022 ◽  
Vol 90 ◽  
pp. 104468
Author(s):  
Dogan Gursoy ◽  
Yuksel Ekinci ◽  
Ali Selcuk Can ◽  
Jessica C. Murray
Keyword(s):  
Message Framing ◽  
Moderating Role

The Relative Persuasive Effect of Gain- versus Loss-Framed Messages: Exploring the Moderating Role of the Desirability of End-States

2007 ◽  
Vol 84 (3) ◽  
pp. 509-524 ◽  
Author(s):  
Xiaoli Nan
Keyword(s):  
Message Framing ◽  
The Other ◽  
Persuasive Message ◽  
Issue Involvement ◽  
Moderating Role ◽  
Persuasive Effect

A persuasive message can focus on either the advantages of compliance (i.e., gain-framed) or the disadvantages of non-compliance (i.e., loss-framed). Previous findings regarding the relative persuasive effect of gain- versus loss-framed messages have been largely inconsistent. This research suggests that there exist two distinct operationalizations of message framing, with one involving desirable end-states and the other involving undesirable end-states. Through two experiments, this research demonstrates that the desirability of end-states has a systematic impact on the relative persuasiveness of gain- versus loss-framed messages and that the nature of such impact is further dependent upon the audience's issue involvement.

scholarly journals Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations

2020 ◽  
Vol 13 (1) ◽  
pp. 47
Author(s):  
Gain Park ◽  
Hyun Soon Park
Keyword(s):  
Social Distance ◽  
Distance Perception ◽  
Message Framing ◽  
Reverse Effect ◽  
Consumer Ethnocentrism ◽  
Foreign Corporations ◽  
High Level ◽  
The Relationship ◽  
Moderating Role

This study examines the relationship between social distance perception and company/sustainability campaign evaluations. The study also investigates the moderating role of consumer ethnocentrism in the relationship between the variables. This study further compares the effects of construal message framing (high-level vs. low-level construal) on social distance perception. The SPSS PROCESS macro analysis revealed that social distance perception from a corporation negatively affects company evaluations. Moreover, the results demonstrated that consumer ethnocentrism significantly moderates the relationship between social distance perception and company/sustainability campaign evaluations. Finally, the results indicate that construal message framing significantly affects the level of social distance perception from the host of a sustainability campaign. This paper provides practical suggestions for corporates’ sustainability communications and adds to the literature on the reverse effect of construal level theory and social distance reduction.

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