The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry

Chien-Huang Lin, Danny T. Kao, Shih-Chieh Chuang and Pei-Hsun Wu

Journal of Air Transport Management, 2006, vol. 12, issue 4, 204-206

Abstract: This study uses the concepts of customer segmentation and time pressure to examine the persuasiveness of commercial message framing. It finds positively framed (PF) messages are more persuasive than negatively framed (NF) messages when directed toward intensively involved air travelers under time pressures but that NF messages are more persuasive when directed toward interested air travelers not under any great time constraints. Further, uninterested (minimally involved) air travelers may fail to be persuaded by any message framing regardless of how pressed they are for time.

Keywords: Airline marketing; Message framing; Time pressure; Persuasiveness (search for similar items in EconPapers)
Date: 2006
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:12:y:2006:i:4:p:204-206

DOI: 10.1016/j.jairtraman.2006.01.005

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