Measuring message framing effects across Europe

Orth, Ulrich R., Oppenheim, Peter and Firbasova, Zuzana 2005, Measuring message framing effects across Europe, Journal of targeting, measurement and analysis for marketing, vol. 13, no. 4, pp. 313-326, doi: 10.1057/palgrave.jt.5740159.

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Title Measuring message framing effects across Europe
Author(s) Orth, Ulrich R.
Oppenheim, Peter
Firbasova, Zuzana
Journal name Journal of targeting, measurement and analysis for marketing
Volume number 13
Issue number 4
Start page 313
End page 326
Publisher 2008, Palgrave Macmillan Ltd
Place of publication Hampshire, England
Publication date 2005-07
ISSN 0967-3237
Summary This study examines consumer response to positively versus negatively framed advertising messages across seven Central and Western European countries. The frames elicited significantly different emotional, cognitive and attitudinal reactions. Groups of nations where consumers responded more homogeneously to the frames were different from the groups plotted according to cultural context. In addition, the results present a new perspective for international marketing. While advertising content and imagery has often been designed to account for known or assumed differences across nations, the findings of this study show that neglecting even subtle national differences can be misleading and can result in adverse consequences. The study has shown that consumers in similar countries, such as Poland, Czech Republic and Hungary, respond quite differently to positively or negatively framed advertisements. This suggests that even advertising campaigns that are designed for relatively narrow international audiences may not be effective when featuring an inappropriate message frame.
Language eng
DOI 10.1057/palgrave.jt.5740159
Field of Research 150502 Marketing Communications
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Palgrave Macmillan Ltd
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
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