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

Yoav Ganzach*, Yaacov Weber, Pinchas Ben Or

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

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

Funding

FundersFunder number
K-Mart Center for International Retailing and Marketing

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