It's the Mind-Set That Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors

White, K., MacDonnell, R. & Dahl, D. W. (2011). It's the Mind-Set That Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors. Journal of Marketing Research, 48(3), pp. 472-485.

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Abstract

across three studies, this research elucidates when loss- versus gainframed messages are most effective in influencing consumer recycling by examining the moderating role of whether a more concrete or abstract mind-set is activated. First, in a field study, the authors demonstrate that loss frames are more efficacious when paired with low-level, concrete mind-sets, whereas gain frames are more effective when paired with high-level, abstract mind-sets. this is an important, substantive finding that persisted over a significant time span. in addition, in two additional laboratory studies, they find further evidence for this matching hypothesis, in which a pairing of loss- (gain-) framed messages that activates more concrete (abstract) mind-sets leads to enhanced processing fluency, increased efficacy, and, as a result, more positive recycling intentions. the findings have implications for marketers, consumers, and society as a whole.

Item Type: Article
Uncontrolled Keywords: recycling, message framing, loss frame, gain frame, construal level, abstract thinking, concrete thinking
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/15909

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