The Relative Persuasive Effect of Gain- versus Loss-Framed Messages: Exploring the Moderating Role of the Desirability of End-States
2007 ◽
Vol 84
(3)
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pp. 509-524
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Keyword(s):
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.
2015 ◽
Vol 16
(2)
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pp. 249-268
Keyword(s):
2010 ◽
Vol 10
(8)
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pp. 177-185
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Keyword(s):
2019 ◽
Vol 16
(14)
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pp. 2572
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Keyword(s):
Keyword(s):
Keyword(s):