Effects of Message Framing on the Advertising Effectiveness: -Moderating Role of Regulatory Focus and Product Type-

메시지 프레이밍이 광고효과에 미치는 영향: -조절초점과 제품유형의 조절효과-

  • 김성재 (경북전문대학 영상미디어학과) ;
  • 유명길 (신라대학교 경제학과)
  • Received : 2010.04.08
  • Accepted : 2010.07.27
  • Published : 2010.08.28


The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.


Message Framing;Regulatory Focus;Product Type;Ad Attitude;Brand Attitude


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