Interactive Effects of Message Framing, Product Perceived Risk, and Mood — The Case of Travel Healthcare Product Advertising

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products.

Interactive Effects of Message Framing, Product Perceived Risk, and Mood — The Case of Travel Healthcare Product Advertising

Chun-Tuan ChangNational Sun Yet-Sen University
Many marketing and advertising studies have examined ways of advertising execution. Among these approaches, message framing has emerged as one of the most significant models of media effects in the past decade (Price and Tewksbury, 1997). Researchers pay attention to how advertising messages are presented to consumers because the way information is framed or executed may significantly influence consumers' judgment and decisions about products (for a review of...
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