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| Author: | Smith, G. E. |
| Title: | Framing in advertising and the moderating impact of consumer education |
| Journal: | Journal of Advertising Research
1996 : SEP/OCT, VOL. 36:5, p. 49-64 |
| Index terms: | CONSUMERS PURCHASING CONSUMER BEHAVIOUR PRODUCTS |
| Language: | eng |
| Abstract: | Does framed advertising affect consumer purchase decisions ? And if so, with which consumer segments is it more influental ? How does it influence the purchase process ? In the paper, the impact of positively and negatively framed advertising is diagnosed on five purchase decision constructs for a transformational consumer product category. The moderating impact of consumers' education on this process is also studied. Educated consumers are more influenced by positively framed advertising whereas less educated consumers are more influenced by negatively framed one. In general, positively framed advertising has a more favourable impact than negatively framed one on purchase decision judgments for transformational products. The implications of these findings for mainstream consumer products' advertisers are discussed. |
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