信息框架与产品风险的交互效应及影响条件

The Interactive Effect and Impact Condition of Message Framing and Product Risk

本文基于可得性-诊断性模型提出5个假设,通过实验方法收集数据,采用方差分析进行假设检验,探讨了信息框架与产品风险对广告态度的交互影响、交互影响产生的边界条件以及中介机制。实验1和实验2分别从受众的特质性和情境性调节定向两方面确认了,信息框架和产品风险对广告态度的交互影响:当产品高风险时,采用亏损框架做广告,广告说服力优于采用得益框架做广告;当产品低风险时,采用得益框架做广告,广告说服力优于采用亏损框架做广告。不过,这一交互影响仅限于进取定向显著的广告受众,而且通过诊断性中介。

This research investigates the interactive effect of message framing and product risk on attitude toward advertisement, the bQundary condition of this interactive effect and its underlying mechanism. It relies on aeeessibility-diagnosticity model to develop 5 hy- pothesis, colleetes data using two expriments, and analyses data using general linear model. Through measuring recipients＇ chronic regu- latory focus and priming recipients＇ temparory regulatory focus respectively, experiment 1 and 2 converge on findings that the interactive effect is restricted to recipients predominat on promotion focus. Particularly, for recipients dominant on promotion focus, loss-framing is more persusive than gain-framing to advocate product high in risk; gain-framing is more persuasive than loss-framing to advocate product low in risk. Moreover, diagnosticity mediates the interactive effect of product risk and messge framing on attitude toward advertising.