Affect, framing, and persuasion
Publication
, Journal Article
Keller, PA; Lipkus, IM; Rimer, BK
Published in: Journal of Marketing Research
January 1, 2003
The authors conduct two experiments that indicate that the effectiveness of loss-versus gain-framed messages depends on the affective state of the message recipient. In Experiment 1, the authors find that participants induced with a positive mood are more persuaded by the loss-framed message, whereas participants induced with a negative mood are more persuaded by the gain-framed message. In addition, the authors observe that participants in a positive mood have higher risk estimates and lower costs in response to the loss frame than the gain frame, whereas the reverse is true for participants in a negative mood. The authors replicate these effects in Experiment 2 in which they measure rather than induce the participants' affective state.
Duke Scholars
Published In
Journal of Marketing Research
DOI
ISSN
0022-2437
Publication Date
January 1, 2003
Volume
40
Issue
1
Start / End Page
54 / 64
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Keller, P. A., Lipkus, I. M., & Rimer, B. K. (2003). Affect, framing, and persuasion. Journal of Marketing Research, 40(1), 54–64. https://doi.org/10.1509/jmkr.40.1.54.19133
Keller, P. A., I. M. Lipkus, and B. K. Rimer. “Affect, framing, and persuasion.” Journal of Marketing Research 40, no. 1 (January 1, 2003): 54–64. https://doi.org/10.1509/jmkr.40.1.54.19133.
Keller PA, Lipkus IM, Rimer BK. Affect, framing, and persuasion. Journal of Marketing Research. 2003 Jan 1;40(1):54–64.
Keller, P. A., et al. “Affect, framing, and persuasion.” Journal of Marketing Research, vol. 40, no. 1, Jan. 2003, pp. 54–64. Scopus, doi:10.1509/jmkr.40.1.54.19133.
Keller PA, Lipkus IM, Rimer BK. Affect, framing, and persuasion. Journal of Marketing Research. 2003 Jan 1;40(1):54–64.
Published In
Journal of Marketing Research
DOI
ISSN
0022-2437
Publication Date
January 1, 2003
Volume
40
Issue
1
Start / End Page
54 / 64
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing