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Measuring message framing effects across Europe

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journal contribution
posted on 2005-07-01, 00:00 authored by U Orth, Peter Oppenheim, Z Firbasova
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.

History

Journal

Journal of targeting, measurement and analysis for marketing

Volume

13

Issue

4

Pagination

313 - 326

Publisher

2008, Palgrave Macmillan Ltd

Location

Hampshire, England

ISSN

0967-3237

eISSN

1479-1862

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2005, Palgrave Macmillan Ltd

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