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Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Consumer product evaluation: the interactive effect of message framing, presentation order, and... Subjects ( n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message framing were manipulated in a 2× 2× 2 completely crossed factorial design. Subjects who received a positively framed message rated product attitudes significantly greater than those subjects who received a negatively framed message. Also, significant differences in message framing effects were found for those subjects who received the framed message first in the nonexpert condition (credibility) and those subjects who received the framed message last in the expert condition. Findings are then discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Journal of Product & Brand Management , Volume 9 (4): 14 – Jul 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010344022
Publisher site
See Article on Publisher Site

Abstract

Subjects ( n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message framing were manipulated in a 2× 2× 2 completely crossed factorial design. Subjects who received a positively framed message rated product attitudes significantly greater than those subjects who received a negatively framed message. Also, significant differences in message framing effects were found for those subjects who received the framed message first in the nonexpert condition (credibility) and those subjects who received the framed message last in the expert condition. Findings are then discussed.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 1, 2000

Keywords: Product management; Advertising; Advertising effectiveness; Marketing communications

References