How Does Negative Framed Message Make You Healthier? The Impact of The Food on Framing Messages Effect.

How Does Negative Framed Message Make You Healthier? The Impact of The Food on Framing Messages Effect.

吳姵瑩(Pei-Ying Wu)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2013年)

摘要

無資料

關鍵字

自我參照 ； 調節焦點理論 ； 目標框架效應 ； 健康食物與美味食物

並列摘要

Although the strategy of goal framing is widely applied to different domains, these research seldom discussed on when people purchase food or facing the choice among different foods in daily life, which kind of description of goal framing, positive or negative frame, will be more effective to them. Whenever we shop, people are under many different factors to trigger their buying decision. Particularly, people are often exposed to the incentive of advertisement messages whenever watch TV or shopping in the physical store in daily life. So, our research elaborates how the goal framing effects of advertisement message in positive or negative terms affect persuasion and purchase intention of different food types. We demonstrated on three experiments as followings. Experiment 1 indicated that vice conditions in positive frame were higher than negative frame while virtue conditions showed reverse pattern. In experiment 2, we applied the mechanism of regulatory focus to stimulate the participants. The finding of vice condition was not only consistent with E1, but also got more strengthen under the promotion focus. Whereas, the virtue condition indicated that negative frame was much higher under the prevention focus. Moreover, in experiment 3 was conducted to let participant get more relevance in either virtue or vice condition, we added the self-referencing as moderation to the original scenarios. Participants are highly intrinsically self-relevant, and we found in both virtue food and vice food, there is no significant difference between positive frame and negative frame. This result is consistent with Krishnamurthy et al (2001). Taken together, a new viewpoint is provided, the advertisement message of the product expose to people plays a crucial role, under different valence framing do provide diverse persuasion to food types.

並列關鍵字

Self-referencing ； Regulatory focus theory ； Goal framing effect ； Virtue food and vice food

參考文獻

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