It's the Mind-Set that Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors

Journal of Marketing Research - Tập 48 Số 3 - Trang 472-485 - 2011
Katherine White1, Rhiannon MacDonnell Mesler2, Darren W. Dahl3
1Associate Professor of Marketing, Haskayne School of Business, University of Calgary.
2A doctoral student, Haskayne School of Business, University of Calgary.
3Professor of Marketing, Sauder School of Business, University of British Columbia

Tóm tắt

Across three studies, this research elucidates when loss- versus gain-framed messages are most effective in influencing consumer recycling by examining the moderating role of whether a more concrete or abstract mind-set is activated. First, in a field study, the authors demonstrate that loss frames are more efficacious when paired with low-level, concrete mind-sets, whereas gain frames are more effective when paired with high-level, abstract mind-sets. This is an important, substantive finding that persisted over a significant time span. in addition, in two additional laboratory studies, they find further evidence for this matching hypothesis, in which a pairing of loss- (gain-) framed messages that activates more concrete (abstract) mind-sets leads to enhanced processing fluency, increased efficacy, and, as a result, more positive recycling intentions. The findings have implications for marketers, consumers, and society as a whole.

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Journal of Marketing Research

Tập 48 Số 3

472-485

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