search query: @author Chang, C. / total: 7
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| Author: | Chang, C. |
| Title: | Interactive effects of message framing, product perceived risk, and mood: the case of travel healthcare product advertising |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 51- 65 |
| Index terms: | risk advertising |
| Freeterms: | message framing mood travel healthcare product |
| Language: | eng |
| Abstract: | This study investigates the most appropriate message framing when presenting print advertisements for healthcare products to customers. The context used is travel healthcare products. The results of the study suggest that framing effects are influential on people in a positive mood, but on the other hand are attenuated for those in a negative mood. Also, mood moderates the relationship between product perceived risk and message framing when a product is considered high risk. |
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