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Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
Home
Publications
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
BS
Baba Shiv
Baba Shiv
JE
Julie A. Edell
Julie A. Edell
JP
John W. Payne
John W. Payne
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1 December 1997
journal article
Published by
Oxford University Press (OUP)
in
Journal of Consumer Research
Vol. 24
(3)
,
285-294
https://doi.org/10.1086/209510
Abstract
This article examines the effects of negative and positive framing of ad claims on consumers' choices and attitudes. Propositions about how the exten
Keywords
CLAIMS
TACTICS
ATTITUDES
NEGATIVE AND POSITIVE FRAMING
RELATED COGNITIONS
BRAND
All Articles
Open Access
Cited by 146 articles