Kidfluencing: The Role of Calls to Action, Logo Presence, and Disclosure Modality on Parental Appraisals
In: Journal of current issues and research in advertising, Band 43, Heft 3, S. 256-273
ISSN: 2164-7313
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In: Journal of current issues and research in advertising, Band 43, Heft 3, S. 256-273
ISSN: 2164-7313
In: Journal of consumer behaviour, Band 7, Heft 3, S. 222-238
ISSN: 1479-1838
Abstract
Extrapolating from prior research that describes the persuasive effects of gain‐ versus loss‐framed messages via the heuristic‐systematic model (HSM), the current study incorporated two advertising‐related factors – evidence type (informational vs. exemplar) and product involvement – and examined their influence on message‐framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss‐framed messages were persuasive in a higher‐involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower‐involvement context of Experiment 2, in which the hypothesized thought‐processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message‐framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed.
Copyright © 2008 John Wiley & Sons, Ltd.
In: Journal of political marketing: political campaigns in the new millennium, Band 10, Heft 3, S. 215-229
ISSN: 1537-7865