Abstract

This article reports the results of a study examining consumer responses to gym membership advertisements for individual and group workout programs, according to whether the ads use a gain frame for advertising a minimum participation requirement (“Visit ten times a month and get $50 off”) or a loss frame (“Pay $50 more if you fail to make ten visits a month”). Participants in a 2 (group versus individual exercise) × 2 (gain versus loss framing) × 2 (overachievement versus adequate achievement) experimental study indicate that overachieving (adequately achieving) group exercisers respond more positively to gain framing (loss framing) of minimum participation requirement, but individual exercisers do not show such effects. Public image is identified as the basis for the differences between group and lone exercisers. The findings have implications for marketers and policymakers who wish to use public image to encourage positive behaviors.

摘要

本文报告了一项研究的结果，该研究检查了消费者对个人和团体锻炼计划的健身房会员广告的反应，根据广告是否使用增益框架来宣传最低参与要求（“每月访问 10 次并获得 50 美元的折扣”）或损失框架（“如果您每月未能进行 10 次访问，请多支付 50 美元”）。2（小组与个人锻炼）×2（增益与损失框架）×2（​​过度成就与充分成就）实验研究的参与者表明，过度成就（充分实现）小组锻炼者对最小参与的获得框架（损失框架）反应更积极要求，但个别锻炼者没有表现出这样的效果。公众形象被确定为团体锻炼者和单独锻炼者之间差异的基础。