Citation

Scare’em or Irritate’em: Congruity between Emotions and Message Framing Promotes Advertising Engagement and Message Evaluation

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Emotional messages can capture audience’s attention and therefore be persuasive. Building on prior studies, this research examined the interplay between emotion types (anger vs. fear) and message framing (gain vs. loss) on individuals’ responses to different advertising messages. Experimental results revealed that individuals reported more favorable attitudes toward a fear appeal with a gain-framed message whereas individuals had more positive attitude toward an anger appeal with a loss-framed message. Additionally, increased in advertising engagement drives the observed improvement in attitudes toward the ad. These findings suggest direct implications for advertising design.

Most Common Document Word Stems:

messag (146), frame (146), emot (124), loss (57), fear (57), gain (55), advertis (54), anger (54), effect (54), risk (51), studi (49), smoke (45), behavior (40), appeal (39), engag (37), attitud (33), congruiti (32), ad (31), 1 (31), psycholog (30), research (29),
Convention
Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

Association:
Name: AEJMC
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p1282691_index.html
Direct Link:
HTML Code:

MLA Citation:

Wen, Jing (Taylor). "Scare’em or Irritate’em: Congruity between Emotions and Message Framing Promotes Advertising Engagement and Message Evaluation" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 <Not Available>. 2018-06-19 <http://citation.allacademic.com/meta/p1282691_index.html>

APA Citation:

Wen, J. , 2017-08-09 "Scare’em or Irritate’em: Congruity between Emotions and Message Framing Promotes Advertising Engagement and Message Evaluation" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL Online <APPLICATION/PDF>. 2018-06-19 from http://citation.allacademic.com/meta/p1282691_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Emotional messages can capture audience’s attention and therefore be persuasive. Building on prior studies, this research examined the interplay between emotion types (anger vs. fear) and message framing (gain vs. loss) on individuals’ responses to different advertising messages. Experimental results revealed that individuals reported more favorable attitudes toward a fear appeal with a gain-framed message whereas individuals had more positive attitude toward an anger appeal with a loss-framed message. Additionally, increased in advertising engagement drives the observed improvement in attitudes toward the ad. These findings suggest direct implications for advertising design.


Similar Titles:
Emotions in Fear-Appeal Messages of Climate Change: Examining the Effects of Emotions on Information Processing and Attitudes

The Role of Green Celebrities in Promoting Eco-friendly Attitudes and Behaviors: Effects of Emotion Frame and Celebrity Involvement Frame on Attitudes and Behaviors toward Climate Change


 
All Academic, Inc. is your premier source for research and conference management. Visit our website, www.allacademic.com, to see how we can help you today.