Message framing and buying behavior: On the difference between artificial and natural environment

Yoav Ganzach, Yaacov Weber, Pinchas Ben Or

Research output: Contribution to journalArticlepeer-review

Abstract

Many marketing communication decisions are based on data generated in the laboratory. This paper demonstrates the risk of this practice by comparing the effect of message framing in a laboratory environment to its effect in a real environment. It is shown that in a laboratory environment, a loss message (e.g., if you will not buy the product, you will lose the following benefits...) is more persuasive than a gain framing (e.g., if you will by the product, you will gain the following benefits...) On the other hand, in a natural environment, a gain message is more persuasive than a loss message. It is suggested that involvement mediates this effect of framing on persuasion. J BUSN RES 1997. 40.91-95.

Original languageEnglish
Pages (from-to)91-95
Number of pages5
JournalJournal of Business Research
Volume40
Issue number2
DOIs
StatePublished - Oct 1997

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