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The role of message framing in promoting active work commuting by electrically assisted bicycle

Valster, Ilona (2012) The role of message framing in promoting active work commuting by electrically assisted bicycle.

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Abstract:The primary objective of this study was to examine the effect of tailored messages to individual differences in motivational orientation on attitudes and intentions towards active work commuting by electrically assisted bicycles (EAB). The underlying objective was to develop an approach for enhancing message persuasiveness in health communication. Based on regulatory focus theory, it was predicted that a fit between the strategically used framing method and people’s chronic regulatory focus would result in higher intentions and more positive thoughts and feelings about active work commuting by EAB. Moreover, it was expected that people who experienced a regulatory fit had a more positive attitude and a higher buying intention of an EAB. The tailored messages were presented among four different risk-reduction conditions and the psychological risk reduction condition appeared to be the most effective. The expected regulatory fit effect was only found in the financial risk reduction. However, the interaction showed a contrasting relation in which a regulatory non-fit resulted in a higher advertisement evaluation, more positive feelings about active work commuting by EAB, a more positive attitude towards EAB and a higher buying intention of an EAB. The results show that regulatory fit is probably not always or solely the moderator of message framing effects. Involvement and motivational to process information are possible important factors that moderate regulatory (non)fit effects.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62193
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