Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?

Anne L. Roggeveen · Dhruv Grewal · Jerry B. Gotlieb

30 citations0/0 files storedJournal of Consumer Research

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research extends previous results by testing whether framing affects the use of other extrinsic cues, determining the effect when there are multiple extrinsic cues, determining the impact when extrinsic information is not explicitly provided, and providing evidence that positively framed messages engender more thorough analysis of message cues than negatively framed messages and affect how extrinsic cues are used.

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1988Prospect theory: An analysis of decision under risk 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1998All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects 1990The Influence of Message Framing and Issue Involvement 1998The Influence of Framing on Risky Decisions: A Meta-analysis 1991Promoting systematic processing in low-motivation settings: Effect of incongruent information on processing and judgment.1994The Moderating Effects of Message Framing and Source Credibility on the Price-Perceived Risk Relationship 2001The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1

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