University of Twente Student Theses
The Power of Message Framing: Gaining insights into the interplay between message framing, product types, and regulatory focus on the willingness to buy.
Pagée, Nicolette van (2023) The Power of Message Framing: Gaining insights into the interplay between message framing, product types, and regulatory focus on the willingness to buy.
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| Abstract: | Within the dynamic landscape of marketing persuasion, crafting advertisements that not only capture the attention of consumers but also drive them to undertake action is a challenging issue for marketers nowadays. In the realm of message framing extensive research is dedicated to understanding which types of message frames best appeal to individuals. One facet of message framing is goal framing, which is believed to evoke greater consumer responsiveness when the message aligns with consumers’ personal goals. Research on goal framing, specifically intrinsic and extrinsic goal framing, in the marketing and persuasion context, is scarce and requires more attention. Therefore, this research broadens the existing body of literature by exploring the effects of different types of goal frames (intrinsic and extrinsic goal framing) and products (utilitarian and hedonic) on a customer’s willingness to buy personal care products. Additionally, the moderating role of regulatory focus (promotion versus prevention) is examined in terms of its impact on the relationship between goal framing and product type concerning to the willingness to buy. Hence, the central question that this research addresses is: “To what extent do different types of message framing (intrinsic goal framing and extrinsic goal framing) and different product types (hedonic and utilitarian) influence the willingness to buy personal care products in online advertising? And how does an individual’s regulatory focus (promotion versus prevention) influence this relationship?”. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/97826 |
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