ABSTRACT

This study examined the effects of message framing, image valence, and issue involvement on consumers’ advertising attitudes, brand attitudes and purchase intention in the context of green advertising. A 2 (message frame: gain vs. loss) X 2 (image valence: positive vs. negative) between-subjects randomized experimental study was conducted to address the proposed hypotheses. A total of 285 participants of the main study was recruited. This study found congruency between message framing and image valences affected consumers’ advertising and brand attitudes, and purchase intention. Consumers had positive advertising and brand attitudes toward gain-framing with positive image while they had negative advertising and brand attitudes toward loss-framing with negative image. However, for incongruent advertising, the effects of image valence diminished the effects of message framing. Specifically, regardless of message framing, positive images triggered positive advertising and brand attitudes while negative images lead to negative advertising and brand attitudes, and purchase intention. Last, this study found interesting results about issue involvement as a moderator. When consumers with low involvement were exposed to incongruent green advertising, image valence had stronger effects on their advertising and brand attitudes than message framing. Based on the results, theoretical and practical implications were discussed.

摘要

本研究考察了绿色广告背景下信息框架、形象效价和问题参与对消费者广告态度、品牌态度和购买意愿的影响。进行了 2（消息框架：增益与损失）X 2（图像效价：正与负）受试者之间的随机实验研究，以解决所提出的假设。共招募了 285 名主要研究的参与者。本研究发现信息框架和形象效价之间的一致性会影响消费者的广告和品牌态度以及购买意愿。消费者对具有正面形象的增益框架具有积极的广告和品牌态度，而对具有负面形象的损失框架具有消极的广告和品牌态度。但是，对于不一致的广告，图像效价的影响削弱了信息框架的影响。具体而言，无论信息框架如何，正面形象都会引发积极的广告和品牌态度，而负面形象会导致负面的广告和品牌态度以及购买意愿。最后，这项研究发现了作为主持人参与问题的有趣结果。当参与度低的消费者接触到不一致的绿色广告时，形象效价对他们的广告和品牌态度的影响比信息框架更大。在此基础上，讨论了理论和实践意义。最后，这项研究发现了作为主持人参与问题的有趣结果。当参与度低的消费者接触到不一致的绿色广告时，形象效价对他们的广告和品牌态度的影响比信息框架更大。在此基础上，讨论了理论和实践意义。最后，这项研究发现了作为主持人参与问题的有趣结果。当参与度低的消费者接触到不一致的绿色广告时，形象效价对他们的广告和品牌态度的影响比信息框架更大。在此基础上，讨论了理论和实践意义。