Message framing and the effectiveness of DTC advertising: The moderating role of subjective product knowledge

2010 ◽  
Vol 10 (2) ◽  
pp. 165-176 ◽  
Author(s):  
Kenneth Kim ◽  
Jin Seong Park
Keyword(s):  
Message Framing ◽  
Product Knowledge ◽  
Dtc Advertising ◽  
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 Impact of Green Product Knowledge and Perception on Green Purchase Intention: Moderating Role of Price Consciousness

2020 ◽  
Vol 9 (4) ◽  
pp. 456-464
Author(s):  
ALI HAIDER ◽  
MALIK MUHAMMAD FAISAL ◽  
FIZZA ASIF
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Primary Data ◽  
Product Knowledge ◽  
Green Products ◽  
Niche Markets ◽  
Future Directions ◽  
Price Consciousness ◽  
Moderating Role

Green products are rapidly moving from niche markets to large market segments and number of consumers purchasing green products are rapidly penetrating mainstream markets (Roberts, 1996). As majority of the consumers are concerned about environment, green markets are developing rapidly and quickly (Peateie and Crane, 2005). These green markets have created essence of doing green marketing. Price is one of such factors that may prevent a green consumer to buy an eco-friendly product (Bonini and Oppenheim, 2008). Tanner and Wölfing Kast, 2003 also confirms this relationship between buying intentions of consumers and price of green products.Also, environmental consciousness among customers is increasing making them more concerned about green and responsible purchasing of food. By analyzing this by using theory of reasoned actions, green purchase intentions is affected differently by different and type of prices. Data collected from a sample of 400 consumers while, structured questionnaires were used to gather primary data from consumers. For hypothesis testing process macro was used. CFA was run by using AMOS. There have been discussed results alongwith recommendations and future directions at the end. Keywords: Consumer Product Knowledge, Perceived Quality, Perceived Saving, Consumer Green Attitude, Green Purchase Intention, Price Consciousness.

scholarly journals The Effect of Product Knowledge on Salesperson Performance with the moderating role of Attitude

2020 ◽  
Vol 76 ◽  
pp. 01011
Author(s):  
Hotlan Siagian ◽  
Garry Putera ◽  
Juris Burlakovs
Keyword(s):  
Data Analysis ◽  
Analysis Data ◽  
Measurement Model ◽  
Partial Least Square ◽  
Least Square ◽  
Sales Manager ◽  
Product Knowledge ◽  
Salesperson Performance ◽  
Moderating Role

This Study investigate The Effect of Product Knowledge on salesperson Performance with the moderating Role of Attitude. Amout of 65 from 72 questionnaires are considered valid for further analysis. Data analysis used Partial Least Square (PLS) with the smartPLS software version 3.0. Data analysis was performed to assess the measurement model and the inner model. The result revealed that one hypothesis was supported and the other one was not supported. Product knowledge influence the salesperson performance while attitude did not moderate the influence of product knowledge on the salesperson performance. This result of study enhances the insight of the sales manager that attitude did not moderate the salesperson performance. Manager needs to review the training of the salesperson in order the attitude contribute to the salesperson performance.

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.

scholarly journals When Consumers are in Doubt, You Better Watch Out! The Moderating Role of Consumer Skepticism and Subjective Knowledge in the Context of Organic Food Consumption

2018 ◽  
Vol 21 (s1) ◽  
pp. 1-14 ◽  
Author(s):  
Merima Činjarević ◽  
Emir Agić ◽  
Almir Peštek
Keyword(s):  
Food Consumption ◽  
Organic Food ◽  
Subjective Norms ◽  
Consumer Attitude ◽  
Product Knowledge ◽  
Personal Norms ◽  
Organic Food Consumption ◽  
The Impact ◽  
Moderating Role

Abstract Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors influencing consumer’s intention to purchase organic food. The purpose of this study is to asses the impact of subjective and personal norms on consumer attitude toward buying organic food. Moreover, this study aims to explore the moderating role of contextual factors - product knowledge and consumer scepticism on the norms- attitude link. Data were collected through an online survey on a sample of 212 organic food buyers in Bosnia and Herzegovina. Moderated regression analysis was used to test the hypothesized relations between the constructs of interest. Findings indicate the subjective and personal norms are positively and significantly related to consumer attitude toward organic food purchases. Also, our findings revealed that product knowledge strengthens the subjective norms-attitude relationship, while consumer scepticism toward organic food claims weakens the subjective norms-attitude link. This study informs producers, marketers, and policy-makers about the relative importance of norms, scepticism, and knowledge in the context of organic food consumption.

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