Many people experience financial constraints in their lives that affect their well-being and behaviors. This raises the question of whether individuals’ financial constraints will affect their responses to positive approach-framed (versus negative avoidance-framed) messages in ads. We examined the effects of consumers’ financial constraints on their responses to ads that had positive approach-framed (versus negative avoidance-framed) messages. We hypothesized that consumers with financial constraints would have more positive responses to an ad that had a positive approach-framed (versus a negative avoidance-framed) message and that the depth of information processing would mediate their responses to an ad that had a positive approach-framed message. Across six studies, including field and online experiments, these findings supported the predictions. The findings advance the literature on both message framing in ads and financial constraints, and they generate actionable guidelines for marketing practice and public policy.

中文翻译：

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财务约束影响消费者如何评估方法框架和避免框架的消息

许多人在生活中遇到财务困难，影响他们的幸福和行为。这就提出了一个问题，即个人的财务约束是否会影响他们对广告中正面方法框（相对于负面规避框）消息的响应。我们研究了消费者的财务约束对他们对带有正面方法框（相对于负面规避框）的广告的响应的影响。我们假设，财务拮据的消费者会对带有正面方法框框广告（相对于负面回避框框广告）的广告有更积极的响应，而信息处理的深度将调解他们对具有正面方法框框的广告的响应框架消息。在六项研究中，包括现场和在线实验，这些发现支持了这一预测。这些发现推动了有关广告中的消息框架和财务约束的文献研究，并且为营销实践和公共政策提供了可行的指南。