search query: @author Payne, J. W. / total: 8
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| Author: | Shiv, B. Edell, J. A. Payne, J. W. |
| Title: | Factors affecting the impact of negatively and positively framed ad messages |
| Journal: | Journal of Consumer Research
1997 : DEC, VOL. 24:3, p. 285-294 |
| Index terms: | CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS KNOWLEDGE |
| Language: | eng |
| Abstract: | This paper focuses on the effects of negative framing of message claims as an advertising tactic as compared to the effects of positive framing. The use of negatively framed ads has been on the increase in political and consumer-product domains, which suggests that marketers believe that "going negative works". How do negatively framed claims affect brand preferences in contexts where consumers' perceptions of the ad tactics may be relevant? Evidence about the effects of using negative framing as an advertising tactic is mixed. |
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