This study is concerned with understanding the impact of message framing in influencing choice within the sustainable consumption domain. Over-consumption has been proven to be a main cause of environmental degradation, and a shift to sustainable consumption practices is needed. Yet research has found that despite knowledge of environmental issues, and a supportive attitude, pro-environmental behaviour amongst consumers is lacking, with a key influence being the lack of personal utility found in the pro-environmental choice. This study attempts to contribute to narrowing the knowledge attitude practice gap in this domain, by using message framing to isolate the personal utility available in a sustainable choice, thereby influencing a pro-environmental outcome.A study was conducted to determine the main and interaction effects of various salient message frames (reference dependence, loss aversion and time sensitivity) on behavioural intention within sustainable consumption context. Environmental attitude was also tested to ascertain the interaction effect of this variable with the other independent variables and the resultant impact on the choice made. Variables were manipulated in a 2x2x2 factorial design. Results yielded the hypothesised significance of main effects for time sensitivity, but not for reference dependence or loss aversion. In addition no three way interaction for reference dependence by loss aversion by time sensitivity was found. No interaction was found between message frame and environmental attitude. Implications for social marketers engaged in the promotion of pro-environmental behaviours are discussed. Copyright / Dissertation (MBA)--University of Pretoria, 2011. / Gordon Institute of Business Science (GIBS) / unrestricted

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Attempts by behavior scientists to test interventions designed to promote environmentally-responsible behavior (ERB) have been documented for decades. Numerous behavioral scientists have looked to community-based interventions to decrease environment-destructive behaviors, as well as to increase environmental-protective behaviors (Geller, 1995). Litter is one of the most obvious examples of environmental degradation. Litter, defined here as misplaced waste material (Geller, Winett, & Everett, 1982), is a form of environmental pollution that not only degrades the quality of the environment but also proves costly to taxpayers. A wide variety of ecological and monetary benefits result from a decrease in litter. The current research examined the effectiveness of positive vs. negative antecedent messages to reduce littering behavior. A methodology similar to that used by Geller, Witmer, and Orebaugh (1976), in which handbills containing weekly supermarket specials and special anti-litter message prompts were distributed at local community shopping centers, was used in the current research. In the first study, handbills with no anti-litter messages were distributed for a one-week period to determine percentage of handbills that were littered, and to serve as a baseline. The total percentage of handbills littered was 38.5. A second, web-based, study was conducted to determine the six specific (three positive or gain-framed, and three negative or loss-framed) anti-litter antecedent messages to be added to the handbills. In the third study, handbills with anti-litter messages were distributed for a two-week period. Upon addition of anti-litter prompts, results revealed 36.09% of distributed handbills were littered. Although no significant interactions were found, several significant main effects were found for store location, distribution period, and gender. The gender effect, indicating women littered at significantly higher rates than males, is notable. Survey research in the area of gender differences related to environmental concerns often has often shown modest differences between men and women, with women frequently displaying greater levels of environmental concern as compared to men. Based on behavioral observations (instead of self-report measures frequently used in previous research), the present research demonstrated significantly more women littering than men. Although slightly more handbills, in terms of total handbill numbers, containing positive antecedents were littered as compared to those containing negative antecedents (which might be interpreted as stronger impact of loss-framed messages), this difference was not statistically significant. Similarly, there were no statistically significant differences found among each of the six anti-litter messages. Comparisons of Study 1 (baseline) and Study 2 (prompting intervention) revealed significantly more littered handbills in the baseline condition as compared to the anti-litter message condition. These results indicate a beneficial anti-litter effect of the prompts added to handbills. Conclusions based on the findings of the three studies within the present research are discussed. Implications for policies, public campaigns, and follow-up research designs are noted. Suggestions for future research involving message prompts and ERBs are offered. / Ph. D.

Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies.

While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising. / text

The current research investigates how and why consumers' construal levels and the appeals framed either by gains or losses jointly influence persuasion. The findings across four experiments indicate that matching high-level construals with gain frames and low-level construals with loss frames leads to a) higher intentions to engage in cholesterol lowering behavior (experiment 1), b) more favorable brand attitudes (experiment 2), c) greater willingness to donate to an environmental organization (experiment 3), and d) higher buying intentions for a brand (experiment 4). It seems that these outcomes occur because matches between construal level and message frames encourage people to pay attention to the information they evaluate (experiments 1 ˜4), and this enhanced attention induces greater perceptions of processing fluency, which in turn leads to positive attitudes (experiments 2˜4). Further, this research demonstrates that an adequate amount of cognitive resources is required for this matching effect to occur (experiment 4). The current research contributes to the construal level, message framing, and matching literatures by unveiling the specific mechanism underlying the matching relationship between construal level and gain versus loss frames on persuasion and by identifying a boundary condition for it. This research also has managerial implications for marketing managers and policymakers in that it suggests a strategic way to use construal level and message frames to enhance marketing communication and advertising effectiveness.

The decision to become an organ donor involves considering both self-relevant risks and the needs of others. This study applied prospect theory to examine how message frames that focus on the possible survival or death of a potential organ transplant recipient affect participants' willingness to become organ donors. Perceived personal risk and ambivalence were examined as moderating variables. Results indicate that risk, rather than ambivalence, played an instrumental role in participants' decisions to donate. Although no main effects or interactions related to message frame emerged in initial analyses, a supplemental analysis revealed a modest persuasive advantage for the loss-framed message among low-risk participants. Additional analyses revealed that for low-risk participants, perceived benefits of organ donation were higher for the loss frame than the gain frame, whereas the opposite pattern was found for high-risk participants. Findings suggest that decisions about organ donation may be associated with unique responses to message frames.

The majority of earlier studies on media and the environment have concentrated on media contents, effects, and associated problems and limitations. The focus here on 'approaches to improvement' advances research in this field a step forward. This research proposes three broad 'approaches to improvemen' and undertakes four case studies to provide an exploration of their potentials. First is the 'educational approach' of building journalists' knowledge. Two cases studies illustrate the high potentials of this approach. Assessment of a mid-career training initiative in environmental reporting reveals positive impacts on journalists' knowledge, reporting skills, and job satisfaction. Evaluation of a university journalism module on sustainability shows increases in students' understanding of the meaning and multidimensional nature of sustainability, and their appreciation of the need for enhancing public awareness through media coverage. Second is the 'social responsibility approach' of media receptiveness towards a more responsible role in communicating these issues. An analysis of newspersons' views reveals partial support for this approach – although they were somewhat unreceptive to media environmental policies as a way of expressing social responsibility, they tended to be receptive towards an educative role. However, journalistic routines and norms may restrict an educative approach to news reporting. Third is the 'message framing approach' of employing effective and persuasive communication strategies in the framing of mediated information to influence understanding and perception. An experimental assessment of an information campaign on 'sustainable consumption', designed based on this approach finds some increases in community understanding and concern; thus, illustrating the potentials of this approach. Finally, drawing from the findings of the case studies and other observations in the literature the study identifies the interdependencies between the three approaches and the interconnected network of other influencing factors that are likely to determine their success – thus providing a clearer perspective of their viability in the real world.

Building on Message Framing Theory and the Elaboration Likelihood Model (ELM), this study examined how message frame impacts viewer attention to and cognitive processing of osteoporosis prevention print ads. Attention was measured with eye tracking technology, which calculated participants’ number of fixations and dwell time. Cognitive processing was assessed through a textual masked-recall exercise. Sixty women, with a mean age of 21.25+/-2.61 years, viewed the same 36 ads; however, the message frame changed on a randomized, rotating basis, resulting in each group viewing 12 gain-, 12 loss-, and 12 neutrally-framed ads. One-way repeated measures analyses of variance revealed that message frame significantly impacted viewers’ number of fixations, F(2,118)=8.18, p<.01, η2= .12 dwell time, F(2,118)=9.84, p<.01, η2= .14 and masked-recall results, F(2,118)=22.28, p<.01, η2 = .27. Viewers’ number of fixations, dwell time and recall of gain-framed osteoporosis prevention ads was significantly higher than to loss- or neutrally-framed ads, p<.01. Message frame was also positively correlated with number of fixations, r=.29, p<.02 and dwell time, r=.42, p<.01. Findings may help expand theory related to message framing and the ELM, while contributing to advancements in eye tracking literature and health communications practice. / Thesis (Master, Kinesiology & Health Studies) -- Queen's University, 2009-08-27 16:13:32.848