Effects of different types of framing in advertising messages on human decision behaviour
by Birgit Burböck; Viktoria Kubli; Anita Maček; Vito Bobek
International Journal of Diplomacy and Economy (IJDIPE), Vol. 5, No. 1, 2019

Abstract: This paper seeks to investigate the occurrence of a framing effect in advertising messages when confronted with different types of frames. A quantitative study, conducted by the authors showed that positively and negatively framed advertising messages were created for the attribute framing type and the goal framing type. Furthermore, there exist significant differences in human choice behaviour due to the framing of the message in the attribute frame and in the goal frame. Participants in the positive framing condition of the attribute framing experiment reached higher scores to all three measured dimensions than those assigned to the negatively framed advertising message. Also in the goal framing experiment, subjects were found to prefer the positively framed advertising message. These results suggest that a framing effect is occurring in the attribute framing type and in the goal framing type due to the different framing of the advertising message.

Online publication date: Wed, 27-Mar-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Diplomacy and Economy (IJDIPE):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com