The Message Framing Effect on the Purchase Intention of On-line Package Tour Products: Focus on Regulatory Focus

PurposeThe purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion.Design/methodology/approachTwo experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus.FindingsThe results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame.Research limitations/implicationsThese findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference.Practical implicationsPublic policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes.Originality/valueThe framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.

Download Full-text

Persuasive Impact Of Fit Between Regulatory Focus And Message Framing On Consumer Responses: Message Strength And Choice For Others

Journal of Applied Business Research (JABR) ◽

10.19030/jabr.v34i2.10139 ◽

2018 ◽

Vol 34 (2) ◽

pp. 393-404

Author(s):

Jieun Choi

Keyword(s):

Regulatory Focus ◽

Purchase Intention ◽

Message Framing ◽

Consumer Response ◽

Positive Outcomes ◽

Consumer Responses ◽

Low Levels ◽

Practical Implications

Previous research on message framing has argued that fit between message framing and consumer regulatory focus influences consumer response. That is, positive frames are more persuasive for promotion-focused individuals, while negative frames are more persuasive for prevention-focused individuals. This research aims to expand the scope of previous research on message framing and argues that the match-up effect between message framing and regulatory focus, an effect established in previous research, is dependent on the strength of the message. This research further argues that the match-up effect patterns between message framing and regulatory focus differ based on whether or not consumers are making a purchase for themselves or for others. Specifically, this research hypothesizes that prevention-focused individuals tend to focus on uncertainty or risks related to choice for others and exhibit low levels of purchase intention regardless of message framing under the condition of making a purchase for others. This research also proposes that promotion-focused individuals tend to focus more on potential positive outcomes rather than negative risks when making a choice for others, resulting in a higher purchase intention regardless of message framing. That is, under the condition of making a purchase for others, the match-up effect of message framing and regulatory focus is rendered void. This research expands the scope of existing research on message framing and provides practical implications for marketing practitioners.

Download Full-text

Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

Social Behavior and Personality An International Journal ◽

10.2224/sbp.10274 ◽

2021 ◽

Vol 49 (11) ◽

pp. 1-14

Author(s):

Tzu-Fan Hsu ◽

Chao-Ming Yang

Keyword(s):

Analysis Of Variance ◽

Regulatory Focus ◽

Purchase Intention ◽

Word Of Mouth ◽

Message Framing ◽

Marketing Strategies ◽

Electronic Word Of Mouth ◽

Perceived Credibility ◽

Positive Message ◽

Negative Message

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.

Download Full-text

A Study on the Communities Royalty and Purchase Intention in On-line Shopping Mall

The e-Business Studies ◽

10.15719/geba.12.3.201109.151 ◽

2011 ◽

Vol 12 (3) ◽

pp. 151-171

Author(s):

Jeongho Lee

Keyword(s):

Purchase Intention ◽

Shopping Mall ◽

On Line

Download Full-text

The Role of Reward Price and Reward Type on Message Framing Effect in Reward Program

Journal of Product Research ◽

10.36345/kacst.2008.26.4.010 ◽

2008 ◽

Vol 26 (4) ◽

pp. 109-118

Author(s):

June-Hee Na ◽

BAE IL HYUN ◽

Young Kim

Keyword(s):

Message Framing ◽

Framing Effect ◽

Reward Program

Download Full-text

An analysis of the effects of Pyeongchang Winter Olympics’ message sidedness and message framing on host support change : Focused on the moderating effects of regulatory focus

International Journal of Tourism and Hospitality Research ◽

10.21298/ijthr.2018.01.32.1.5 ◽

2018 ◽

Vol 32 (1) ◽

pp. 5-18

Author(s):

Chi-Hyoung Kang ◽

Bum-Jong Lim

Keyword(s):

Regulatory Focus ◽

Message Framing ◽

Moderating Effects ◽

Winter Olympics ◽

Message Sidedness

Download Full-text

Investigating a Message Tailoring Strategy to Improve Efficacy of Activity Promotion Interventions: A Study Protocol (Preprint)

10.2196/preprints.6424 ◽

2016 ◽

Author(s):

Leila Sadat Rezai ◽

Catherine Marie Burns

Keyword(s):

Physical Activity ◽

Regulatory Focus ◽

Message Framing ◽

Physical Activity Behaviour ◽

Activity Level ◽

Regulatory Focus Theory ◽

Cross Sectional ◽

Physically Active ◽

Activity Promotion ◽

Focus Theory

BACKGROUND There have been challenges in designing effective behaviour-change interventions, including those that promote physical activity. One of the key reasons is that many of those systems do not account for individuals’ characteristics and their psychological differences, which affect their approach toward adopting target behaviour. For decades, tailoring has been used as a common technique to effectively communicate health-related information to persuade people to follow a healthier living. However, its use in the design of persuasive technologies has not been adequately investigated. OBJECTIVE The objective of this research is to explore the effects of tailoring when it is grounded in Higgins’ regulatory focus theory. METHODS A combination of cross-sectional and longitudinal studies has been proposed to examine how individuals’ intention to become more physically active would be affected by receiving health messages that may or may not match their self-regulatory orientation. The research would also subjectively, as well as objectively, measures the changes in individuals’ physical activity level. RESULTS The anticipated completion date for the consequent studies is December 2016. CONCLUSIONS In this article, the importance of refining message-framing research questions and a stepwise approach to develop an efficient experimental design to examine a new tailoring strategy is discussed. A set of small studies is proposed that would inform the best approach to design the principal experiment. The findings of principal experiment will provide a deeper insight into the relationship between regulatory-focus theory, persuasive message construction, and individuals’ physical activity behaviour.

Download Full-text