Contrasting the impact of framing pain versus pleasure for high and low involvement consumers |
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| Authors: | Gerald E. Smith Meera P. Venkatraman |
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| Affiliation: | 1. Carroll School of Management , Boston College , 317 St Clements Hall, Chestnut Hill, MA, 02167;2. School of Management , Suffolk University , 8 Ashburton Place, Boston, MA, 02108, USA |
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| Abstract: | In this paper we contrast the impact of positive and negative frames on brand attitude formation for an enjoyable product category. We are particularly interested in the role of involvement in this process. We find that (1) positive frames have a greater impact than negative frames on brand attitude formation and (2) enduringly involved consumers are more influenced by positive frames, while less-involved consumers are influenced by negative frames. |
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| Keywords: | Framing pain pleasure involvement |
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