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

Authors: Buda, Richard; Zhang, Yong

Source: Journal of Product and Brand Management, Volume 9, Number 4, 2000 , pp. 229-242(14)

Publisher: Emerald Group Publishing Limited

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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.

Keywords: Product Management; Advertising; Advertising Effectiveness; Marketing Communications

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420010344022

Publication date: 2000-04-01