Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.

What to Believe? Impact of Knowledge and Message Length on Neural Activity in Message Credibility Evaluation

Understanding how humans evaluate credibility is an important scientific question in the era of fake news. Message credibility is among crucial aspects of credibility evaluations. One of the most direct ways to understand message credibility is to use measurements of brain activity of humans performing credibility evaluations. Nevertheless, message credibility has never been investigated using such a method before. This article reports the results of an experiment during which we have measured brain activity during message credibility evaluation, using EEG. The experiment allowed for identification of brain areas that were active when participant made positive or negative message credibility evaluations. Based on experimental data, we modeled and predicted human message credibility evaluations using EEG brain activity measurements with F1 score exceeding 0.7.

Informational Nudges to Encourage Pro-environmental Behavior: Examining Differences in Message Framing and Human Interaction

Two natural field experiments were implemented to examine the influence of framing effects on environmental behavior. The first study examined plastic bag use at a convenience store using low cost nudges: an informational message on a sign and interpersonal communication at check-out. We employed a 3 × 2 treatment design (positive message vs. negative message vs. no sign; each paired with both asking for bag vs. not asking for bag) and report the observed plastic bag use behavior. A second study was conducted using a pre-snorkel briefing with two message frames–positive, negative, and no briefing (control). Environmentally damaging snorkel behavior was anonymously observed and recorded. Both experiments show the same general result: a significant and positive difference between subjects that were exposed to an intervention compared to those in the control conditions. However, we do not find significant differences in observed environmental behavior between the negative and positive framing.

Good News or Bad News? How Message Framing Influences Consumers’ Willingness to Buy Green Products

Despite the growing social interest in green products, companies often find it difficult to find effective strategies to induce consumers to purchase green products or engage in other environmentally friendly behaviors. To address this situation, we examined the favorable or unfavorable effects of positive and negative message frames on consumers’ willingness to consume green products in different psychological distance contexts. Through two Studies, we found that the positive information framework played a more pronounced role in context when consumers were in closer spatial distances. More importantly, we found that the emotional factors of fear and hope were intrinsic causes of this phenomenon. Correspondingly, the negative information framework played a better facilitating role in context with farther spatial distance, while shame and pride were the emotions responsible for this effect. Finally, we discuss the theoretical and managerial implications of our work, as well as its limitations and future research directions.

Frameshifting

The article discusses the cognitive-linguistic technique of frameshifting and its potential for deliberate impoliteness in antagonistic politically charged discourse. Frameshifting involves the construction of utterances in such a way that their comprehension involves two stages: the reader is first led to invoke one mental frame and then is forced to discard it and to invoke a different frame, with the final message being deliberately insulting. The article demonstrates that frameshifting, which has been studied predominantly in humorous discourse, can also be used in aggressive communication to intensify the insulting potential of utterances and to simultaneously increase prominence and memorability of the message. The article argues that the effects of impoliteness can depend on the manner of expression, and if the speaker chooses a particularly innovative and conspicuously intentional means of expression, the intent to insult comes to the forefront, the insulting meaning is amplified, and the resulting negative message is strengthened.

The relative efficacy of positively and negatively valenced road safety campaign messages in improving dangerous driving attitudes

Dangerous driving is a social problem that results in serious injuries, fatalities, and significant economic costs. Extensive research has examined the efficacy of road safety campaigns in curbing dangerous driving, however, these investigations have largely focused on negatively valenced messages. Less attention has been paid to positively valenced examples, and the role of drivers’ motivations for dangerous driving in relation to message impact. One hundred sixty licensed drivers (female, n = 120; male, n = 30; other, n = 10) completed a questionnaire that measured their current driving behaviours and their motives for driving dangerously. Drivers then viewed one of two safe driving messages (either positive or negative in valence) and provided a gauge of message impact. Finally, looking to the future, participants completed a measure of planned driving behaviour. Results revealed differences across sex in drivers’ motivations to drive dangerously, as well as their planned behavioural change after viewing the safety messages. On average, participants recorded greater response efficacy and message acceptance, and lower message rejection in the positive message group, compared to the negative message group. Further, in a separate analysis of female-only drivers, a number motivators of dangerous driving were linked to message impact from safe driving campaigns. The findings suggest that, despite the traditional dominance of negatively valenced campaigns, there may be benefit in the use of positive campaigns, and further that motivators of dangerous driving can be linked to message impact from safe driving campaigns, supporting the case for a more targeted approach in campaign design.

When They Go Low, We Gloat

We investigate whether Schadenfreude – finding pleasure in others’ misfortune – moderates the perception and effects of negative political messages (“negative campaigning”). We present the results of three experiments, two conducted in the United States with samples of 1,722 and 1,408 respondents surveyed via MTurk, and the other conducted in The Netherlands with a sample of 143 undergraduate students. In all studies respondents were exposed to a positive or negative message on a given issue and asked afterward to evaluate the message (message perception) and the target of the message (effect of the message). Studies 1 and 2 tested for the moderating effect of “trait” Schadenfreude – that is, to what extent respondents are likely to experience Schadenfreude in their everyday life, whereas Study 3 tested for the effects of “state” Schadenfreude via a stimulus intended to elicit it as a reaction. Results show that (1) Schadenfreude moderates the perception of the negative messages; people with low trait Schadenfreude react strongly (and negatively) to attacks; (2) state Schadenfreude does not have as strong an effect as trait Schadenfreude; (3) Schadenfreude only marginally moderates the direct effect of the negative message on the evaluation of the target politician.

Nutritional labelling and purchase intention interaction of interpretative food labels with consumers' beliefs and decisions

PurposeSpain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling. This study aims to verify whether the coexistence with other interpretative labelling may influence NutriScore effectiveness.Design/methodology/approachA questionnaire was used to analyse two different brands in the same category; one of them ranked with a “B” NutriScore rating and the other with a “D” NutriScore rating. The product packaging was shown in four different ways: without indications, with nutrient-specific labels, with summary indicators (NutriScore) and with both interpretative indicators. Having positive and negative evaluations of NutriScore allowed us to assess its impact. Structural equation modelling (SEM), Student t-test and F-test were employed with a sample of 301 questionnaires.FindingsThe different formats of the interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product is given positive evaluation from NutriScore, nutrient-specific interpretative labelling reinforces the effect of NutriScore. When a food product is given negative evaluation from NutriScore, nutrient specific interpretative labelling cancels the effect of NutriScore on perceived healthiness and purchase intention.Originality/valuePrevious studies have analysed the interaction between NutriScore and nutrient-specific interpretative labels, but they attribute a negative message to the product (warning labels). This study was aimed at analysing the interaction between NutriScore and summary indicators nutrient specific with positive message about the nutritional quality of the food item.

Australia investment limits may slow COVID-19 recovery

Significance The changes have been made as part of Australia’s response to the COVID-19 pandemic. They are intended to safeguard assets from bargain hunters while businesses recover from COVID-19’s fallout. Impacts A portion of Australia's outward FDI will return home as global growth slows, offsetting lower inward FDI. A relatively small market will make it difficult to build up domestic industries amid lower FDI. Delaying project approvals will send a negative message to foreign investment and trade partners.

Virtual reality as a tool for environmental conservation and fundraising

Anecdotal evidence from philanthropic fundraisers shows that virtual reality (VR) technology increases empathy and can influence people toward pro-environmental behavior. Non-profit organizations are increasingly marketing their causes using virtual reality and they report increased donations when VR technology is employed. In VR, users are immersed in situations intended to feel more like the real world through technology, such as 360° video screened through 3D headsets that block out visual and auditory distractions. The framing of the message as either positive or negative has long shown to have an effect on behavior, although consensus on the impact of framing has not been reached in relation to encouraging contributions to public goods. This paper focuses on field experiments used to investigate the effects of varying degrees of visual immersion and positive versus negative message framing on respondents’ contributions to a conservation charity. Participants were exposed to a five-minute underwater film about coral reefs and the importance of protecting them. We employed a 2×2 experimental design using 3D head-mounted displays comparing 360° film footage vs. unidirectional film and a positive message vs. a negative message. After watching the film, each participant completed a short questionnaire and had the opportunity to donate to a marine conservation charity. In addition, we tested a control treatment where no video was observed. The video was filmed in Indonesia which is host to some of the world’s most biodiverse reefs that are under great threat from human activity. We also conducted the study in Indonesia, sampling a total of 1006 participants from the Bogor city area and tourists on the island of Gili Trawangan - which is popular for scuba diving and snorkeling. We find significant differences in observed behavior and reported emotions between all treatments compared to the control condition. Among the tourist sample, we find significant differences between the 360° film with a negative message which garnered significantly larger average donation amounts compared to the unidirectional film with both positive and negative framing. Overall, we can infer from these studies that virtual reality is an effective way to raise awareness of environmental threats and encourage behavioral action, especially when tailored to target groups. New technology, such as the VR head-mounted display, is highly effective at attracting interest which is an important point to encourage organizations to invest in new technologies.