City Research Online

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.

Publication Type:	Article
Publisher Keywords:	recycling, message framing, loss frame, gain frame, construal level, abstract thinking, concrete thinking
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Departments:	Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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