Utilizing gain and loss message framing for consumers: A Machiavellian perspective
Prachi Gala,
James Blair and
Matthew Lunde
Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 3, 305-324
Abstract:
Marketers are looking to understand consumers better as they obtain more buying power. We examine the roles of message framing and its interaction with the Machiavellianism personality trait on attitudes toward the store advertisement and intention to recommend the store. Based on two studies, we find that gain-framed messages result in significantly higher attitude levels towards the store advertisement and intention to recommend. We also find a significant interaction effect of message framing and Machiavellianism on consumer attitudes toward the store advertisement and intention to recommend the store. Marketers can focus on message-framing strategies to improve attitudes toward store advertisements and intentions to recommend when achieving goals set by their organization. In our second study, we replicate the main effects, but the interaction effect reverses direction for Gen Z consumers, suggesting there may be times to use different message-framing strategies.
Date: 2024
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2024.2322932 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:34:y:2024:i:3:p:305-324
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20
DOI: 10.1080/21639159.2024.2322932
Access Statistics for this article
Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park
More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().