Affiliation:
1. Assistant Professor of Marketing, New York University.
2. Visiting Associate Professor of Marketing, Stanford University.
Abstract
The authors explore the relationship between perceived efficacy, depth of processing, and message framing. They conduct two experiments on varying health-related issues: sexually transmitted disease and skin cancer. In both studies, the authors demonstrate that a low efficacy condition (i.e., when it is uncertain that following the recommendations will lead to the desired outcome) motivates more in-depth processing. They then show that when subjects process in-depth, negative frames are more persuasive than positive ones. In contrast, a high efficacy condition generates less effortful message processing in which positive and negative frames are equally persuasive.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
209 articles.
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