• Title/Summary/Keyword: framing

Search Result 307, Processing Time 0.053 seconds

A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers (할인점 PB패션제품의 제품유형, POP 메시지 프레이밍, 인지종결욕구가 소비자의 호의도에 미치는 영향)

  • Kim, Kyoung Jin;Hwang, Sun-Jin
    • Journal of the Korean Society of Costume
    • /
    • v.67 no.1
    • /
    • pp.22-39
    • /
    • 2017
  • This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.

Analyzing Chinese Online P2P Financial Product Purchase Decisions Utilizing the Framing Effect

  • Shang, Yu Fei;Kim, Soon-Hong
    • Journal of Distribution Science
    • /
    • v.13 no.10
    • /
    • pp.51-56
    • /
    • 2015
  • Purpose - This study examines Chinese P2P investment decision processes from a behavioral economics approach. Research design, data, and methodology - We analyze the online P2P investment product purchase decisions of 241 respondents in China, March 2015 to May 2015. T-tests were conducted to determine whether the framing effect influenced investor investment preferences. The Association Rule was used to identify the framing effect of respondent demographic characteristics on joint decisions regarding stable or risky investment products. Results - There are significant differences between the two groups (positive framing and negative framing) and their product-choosing behavior. In the positive framing group, female investors, young investors, investors with non-financial occupations and with limited or no experience, preferred stable P2P investment products. In contrast, in the negative framing group, investors with extensive investment experience preferred risky investment products. Conclusions - The framing effect influences investor choices in online P2P investment products. It is necessary to implement comprehensive supervision and full information disclosure regarding P2P investment products. P2P investment websites can also adopt different marketing strategies according to investor gender and age.

The Effects of Price-Framing and Message-Framing Strategies on Consumer Attitudes: Focusing on Online Travel Products (가격 프레이밍과 메시지 프레이밍 전략이 소비자 태도에 미치는 영향: 온라인 여행상품을 중심으로)

  • Kim, Mi-Kyung;Chung, Nuree;Yang, Sung-Byung
    • The Journal of Information Systems
    • /
    • v.26 no.3
    • /
    • pp.119-147
    • /
    • 2017
  • Purpose In an online e-commerce environment without face-to-face contact between the seller and the buyer, the attitudes of consumers differ greatly depending on which framing strategy is applied, even in cases when the benefits of the deals represent the same value. The purpose of this study is to explore the effects of price-framing and message-framing strategies on consumer attitudes through an experimental analysis in the context of online travel product purchasing. This study suggests a research model based on prospect theory and prior literature on price-framing and message-framing strategies. Design/methodology/approach The experiment was structured as a 2 (discount price presentation: 'Won' vs. '%') ${\times}$ 2 (discount level: low vs. high) ${\times}$ 2 (time-limit message: none vs. one) mixed design. The research hypotheses were tested in a study of 200 undergraduate and graduate students assigned randomly and distributed evenly to each of the eight cells. Findings The findings indicate that consumer attitudes become more favorable when the '%' discount, higher discount rate, and time-limit message are presented. However, no significant interaction effect is found between the discount price presentation and the discount level/time-limit message. This study has a theoretical implication in that it extends the scope of research by examining the influence of framing strategies on experience goods such as online travel products. Moreover, this study can provide managers with more specific guidelines when establishing framing strategies in the context of purchasing online travel products.

The Effects of Message Framing on Social Media Credibility and Behavioral Intentions (메시지 프레이밍이 소셜미디어 신뢰도 및 행동의도에 미치는 영향)

  • Yu, Byungho;Hwang, Johye
    • Knowledge Management Research
    • /
    • v.19 no.2
    • /
    • pp.69-90
    • /
    • 2018
  • The purpose of this study is to investigate the effect of message framing of social media contents on social media credibility and behavioral intention and the role of customers' gourmet restaurant involvement. In this study message framing is divided into regulatory focus and message sidedness and used experimental stimulus composed of $2{\times}2$ factorial design. Also investigated the effect into the social media credibility and behavioral intention. A total of 560 valid samples were analyzed. According to the results, it was confirmed that stimuli 'two-sided / prevention' and 'one-side / promotion' framing were the most influential framing on social media credibility and behavioral intention and the social media credibility has significant effect on the behavioral intention. In this study the effect of message framing which was not widely used in the hospitality industry research was confirmed. Also the usefulness of regulatory focus and message sidedness were identified in the various research in hospitality management.

The study on framing of animation -Centering on Gestalt theory (애니메이션의 장면화(framing)에 관한 연구 - 게슈탈트(Gestalt)이론을 중심으로)

  • Sun, Kyung-Hee
    • Cartoon and Animation Studies
    • /
    • s.6
    • /
    • pp.34-71
    • /
    • 2002
  • Animation has been developed as a part of artistry, and maintained a correlation with other various genres such as art, film and music to bring changes in form and to seek new things. Recently, technological advancement also has supported digitalization of producing process with variety in its method. Basic unit of animation production is a frame. A set of frames which has an image of producer's intention comes to life as animation when constructed, connected and transformed. A producer usually goes through a series of trouble when deciding how to express one's intention in images. Framing in animation is a kind of visual information which reflects producer's visual perception. A producer does not simply characterize matters into geometrical figures or give circumstantial explanation, but does framing work that relies on expression. Artistic psychology based on Gestalt Theory does not concentrate on abstract artistic philosophy with conventional beauty as its center, but pursues ambiguity and coherence of formative arts to support on accepting systematic order. Therefore, the purpose of this study is to find theoretical assistance which may be fundamental part in framing of animation. First, ten elements of Rudolf Arnheim centering on Gestalt Theory shall be redefined as concepts. Based on its ground, I will attempt to analyze shape-quality of framing of conventional animation, and make an approach with my personal experimental project. From this research project, I intend to analogize systematic aspect of framing in animation and to make framing of animation possible to assist in actual production of animation.

  • PDF

The Season to Help: The Effect of Seasonal Mood and Gain Versus Loss Advertising Message Framing on Intention to Help Charity

  • Samartkijkul, Piyatida;Yoo, Seung-Chul
    • International journal of advanced smart convergence
    • /
    • v.8 no.3
    • /
    • pp.102-114
    • /
    • 2019
  • There are various researchers who studied the relationship between seasons and feelings. However, only a few did shed light on how these two variables affect decision-making and physical behaviors especially prosocial behavior which emphasize on the benefits of other people and/or society as a whole. Due to a lack of studies on the topic, we investigated whether the combination of seasons and message framing could be useful in eliciting intention to help on an environmental issue. A 3x2 experiment examined the interactions between seasonal mood (summer, winter, controlled) and types of message framing (gain, loss) on future helping intention (volunteer, donation, petition signing). The findings suggest that in normal circumstances where seasonal mood were not applied, gain message framing was more effective in promoting higher intention to sign a petition than loss message framing. However, when thinking of winter, loss message framing has greater ability to do so than gain message framing. Moreover, seasons and mood are found to be associated with a higher positive mood in summer and a negative mood in winter. Lastly, limitations and implications are discussed.

A Packet Scheduling Algorithm and Efficient Framing Method for Next Generation Wireless Communication System and its Performance (차세대 이동통신시스템을 위한 패킷 스케쥴링 알고리즘과 효율적인 프레임 구성 방법 및 성능 분석)

  • Baek Jang Hyun;Kim Dong Hoi
    • Journal of the Korean Operations Research and Management Science Society
    • /
    • v.30 no.2
    • /
    • pp.29-40
    • /
    • 2005
  • In this research, we propose packet scheduling algorithm considering different QoS characteristics of real-time traffic and non-real-time traffic in the next generation wireless communication system serving the multimedia traffic and a new efficient framing method cooperated with this packet scheduler. When the selected traffic classes of the selected users are transmitted, our proposed framing method can increase the number of serviced traffic classes by mixing the many different traffic classes within one frame considering data rate decided by the allocated AMC (Adaptive Modulation and Coding) option. Using this proposed method, the fairness among the traffic classes can be achieved and the system performance for total throughput and delay can be enhanced. Simulations are performed to analyze the performance of the proposed framing method. Our proposed packet scheduler and framing method will be applied to the next generation multimedia wireless communication system serving many traffic classes.

Study on the Message Framing for Effective Campaigns to Prevent Suicides : A Group Suicide Ideation and without Suicide Ideation (효과적인 자살예방 캠페인을 위한 메시지 프레이밍 연구 : 자살생각이 있는 집단과 없는 집단을 대상으로)

  • Choi, Jin-Sun;Kwon, Ho-In
    • The Journal of the Korea Contents Association
    • /
    • v.20 no.3
    • /
    • pp.81-91
    • /
    • 2020
  • This study explored message framing methods for effective campaigns to prevent suicide. In particular, the study reviews the gain message and the loss message. In the effect of campaign message, gender differences and Any differences between the suicide high risk group and low risk group were explored. Subjects were a total of 98 people. A total of 10 messages were presented as loss framing and gain framing, respectively. The attitude towards these messages were then measured. Suicide low risk group showed favorable attitude toward gain framing messages that emphasized the benefits of not committing suicide. Meanwhile suicide high risk group showed a similar effect of gain framing and loss framing. Compared to men, women showed a favorable attitude toward gain framing. also high persuasive effects. In other words, this indicates that a more effective way of expressing messages to prevent suicides is to take a positive approach rather than a negative approach. Implications of the these findings are discussed and directions for future research are advanced.

The Effect of Identification Framing as Crisis Response Strategy (위기대응 전략으로서 정체성 프레이밍 효과)

  • Cho, Seung-Ho
    • The Journal of the Korea Contents Association
    • /
    • v.18 no.1
    • /
    • pp.327-335
    • /
    • 2018
  • The current study challenges to suggest an umbrella strategy applied to different type of crisis, which is different from normative principle in crisis communication. The umbrella or comprehensive strategy in this study is identification framing. Identification framing is strategic message for organizational identification, which is close to social identification. The current study employed experimental design manipulating crisis types, crisis response types, and identification framing. The crisis types were internal versus external crisis, crisis responses were denial versus apology, and using identification framing $2{\times}2{\times}2$ factorial design were used. Two hundreds forty students participated in the experiment. The result showed the significant effectiveness of identification framing in different crisis types and crisis responses.

Effects of Message Framing on the Advertising Effectiveness: -Moderating Role of Regulatory Focus and Product Type- (메시지 프레이밍이 광고효과에 미치는 영향: -조절초점과 제품유형의 조절효과-)

  • Kim, Sung-Jae;Yu, Ming-Ji
    • The Journal of the Korea Contents Association
    • /
    • v.10 no.8
    • /
    • pp.177-185
    • /
    • 2010
  • 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.