TY - JOUR
T1 - Message framing and buying behavior
T2 - On the difference between artificial and natural environment
AU - Ganzach, Yoav
AU - Weber, Yaacov
AU - Or, Pinchas Ben
N1 - Funding Information:
The research was supported by the K-mart Center for International Retailing and Marketing and by the Brian Y. Davidson Center for Agribusiness. We would like to thank Sergio Bluar, Meir Feingold, and Shalom Norman for their help in collecting the data.
PY - 1997/10
Y1 - 1997/10
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=0031256827&partnerID=8YFLogxK
U2 - 10.1016/S0148-2963(96)00208-1
DO - 10.1016/S0148-2963(96)00208-1
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AN - SCOPUS:0031256827
SN - 0148-2963
VL - 40
SP - 91
EP - 95
JO - Journal of Business Research
JF - Journal of Business Research
IS - 2
ER -