• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.327-335
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• 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.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.1
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.352-364
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• 2022

As the types of actions and the magnitude of the required actions for environmental improvement get diversified, the necessity to develop effective messages is increasing. This research tries to develop proper messages with message characteristics of message framing and value orientation per different types of behaviors using a 2(message framing: gain/loss) × 2(value orientation: individual/social) × 2(magnitude of the requested behaviors: high/low). The results showed that framing and the magnitude of the requested behaviors had main effects on message attitudes and behavioral intentions. The gain framing showed more favorable effects than the loss framing, and the low magnitude of the requested behaviors showed better persuasive effects. According to the results of interaction effects, the gain framing showed higher behavioral intentions than the loss framing in the individual-oriented message, and there were no differences between the frames in the social-oriented message. When the magnitude of the requested behavior was high, the gain framing in the individual-oriented message was more favorable than the loss framing. On the other hand, when the magnitude of the requested behavior was low, the gain framing in the social-oriented message was more favorable. Although there were differences in the form of interactions by the magnitude of the requested behaviors, the individual-oriented gain framing message was found to be the most effective.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.

• Management & Information Systems Review
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• v.37 no.2
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• pp.109-123
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• 2018

This research presented the privatization of pubic corporations in terms of communication dimension rather than political and ideological dimension. Concretely, we examined how the message framing of privatization affects consumer's advertising attitude. At the same time, this study also examined the moderating factors which make a difference of the message framing, such as personal relevance(high/low) and social value orientation(proself/prosocial). The results showed that the interaction effect between type of message framing and personal relevance. Positive message framing showed a higher effect than negative message in the case of low personal relevance. Also, There was the interaction effect between type of message framing and social value orientation. Positive message framing showed a higher effect than negative message in the case of proself. However, there was no difference in message framing effect when there was high personal relevance and prosocial. Lastly, the implications of this study was presented. First, this study expanded the scope of research related to message framing. Second, the use of moderating variables such as personal relevance and social value orientation increased the possibility of practical application. In addition, limitation and further study directions was discussed.

• Science of Emotion and Sensibility
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• v.16 no.2
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• pp.177-186
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• 2013

This study aimed to investigate the differential effects of self-relevance on framing effects. For this purpose, the participants were allocated into two frame type conditions(positive vs. negative), and asked to respond on six decision-making scenarios manipulated by self-relevance levels(low vs. high). The results can be summarized as followings. First, although self-relevance level made no significant difference in framing effects, the positive frame condition tended to induce larger framing effects than the negative frame condition. Second, no significant interaction effect between frame type and self-relevance level condition was found in the positive condition, whereas high self-relevance level condition induced smaller framing effects than law self-relevance level condition in the negative frame condition. These results indicated that although self-relevance tended to reduce framing effects, this effect can be differed in frame types.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.626-635
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• 2018

To develop prevention messages for increasingly severe adolescent obesity in China. this study tested interaction effects between obesity involvement and message framing, and between obesity involvement and evidence types on obesity prevention attitudes and behavioral intentions. Message framing types are categorized with a gain frame and a loss frame. Evidence types are classified into narratives based on personal experiences and statistics based on objective numerical proofs. Three hundred sixty eight Chinese adolescents participated in the study. Results found that involvement, framing, and evidence types had significant effects on attitudes and behavioral intentions to obesity prevention. Adolescents highly involved in obesity were more likely to show positive attitudes and behavioral intentions when exposed to loss framing and statistical evidence. Those with low involvement showed positive attitudes and behavioral intentions after exposed to gain framing and narratives. Thus, we suggest that loss frames with numerical data should be developed to persuade adolescents with high involvement, and gain frames with narratives should be developed for those with low involvement.

• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.65-81
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• 2020

Purpose - This research aims to investigate how consumers' eco-friendly product choice ratio changes as the benefits of eco-friendly products are framed as (1) non-monetary benefits, (2) monetary gain integrated with the loss or (3) monetary gain segregated from the loss. Design/methodology/approach - A mixed-design, scenario-based choice experiment was conducted. A series of chi-square tests and residual analyses were conducted to analyze the data. Findings - When the monetary gain was larger or slightly smaller than the loss, the participants' eco-friendly product choice ratio was higher when the monetary gain was integrated with the loss than those in the other two conditions. When the monetary gain was significantly smaller than the loss, the participants' eco-friendly product choice ratio was lower when the monetary gain was integrated with the loss than those in the other conditions. The ratio did not differ between the latter two conditions. Research implications or Originality - This research shows that marketers should frame the benefits of eco-friendly products and their costs in different manners depending on the relative magnitudes of them. This research also complements the existing literature by comparing the effectiveness of non-monetary framing of eco-friendly product benefits with that of monetary framing following hedonic editing hypothesis.

• Journal of The Korean Association For Science Education
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• v.35 no.3
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• pp.419-429
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• 2015

In this study, we explored students' epistemological framing during scientific argumentation and how interactions among group members influenced group argumentation. Twenty-one gifted science students divided into groups of three or four participated in this study. Students' discussions related to data interpretation concerning the rate of photosynthesis were analyzed. Students' activities were videotaped in groups so the discourse could be transcribed and students' behavioral cues analyzed. Students' epistemological framing has been identified through analysis of their speech and behavioral responses to the anomalous data from the inquiry process. Subsequently, their sources of warrant and group argumentation levels were explored. We found out that group members framed the inquiry in two ways: "understanding phenomena" and "classroom game." Group members whose framing was "understanding phenomena" required other members to justify the anomalous data by examining its validity and reliability, which conclusively demonstrated a high level of argumentation. On the other hand, when group members used "classroom game" to frame their argumentation, they did not recognize the necessity of explaining the anomalous data; rather, these students used simple empirical justification to explain the data, reflecting a low level of argumentation. When students using different epistemological framing disagreed over interpretations of anomalous data throughout the discussion, clashes ensued that resulted in emotional conflict and a lack of discussion. Students' framing shifts were observed during the discussion on which group leaders seemed to have a huge influence. This study lays the foundation for future work on establishing productive framing to prompt scientific argumentation in science classrooms.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.147-162
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• 2010

This study investigates how framing and the interaction with involvement influences responses toward a help campaign. There could be two possible predictions about the results of framing. One is that, because helping is a risk avoidance behaviors, the positive framing would dominant or the other is that, because helping is mainly mediated by negative emotions such as sadness or guilty, the negative framing would be preferred. The present research was to solve the conflicting predictions and was conducted with a experimental design. The participants were exposed to a campaign emphasizing either positive aspects of the help or negative contexts which would be maintained without any help. The results were that the main effect of framing was not existent, but the significant interaction with involvement on responses was found. The interaction of framing and involvement, though, included unexpected inconsistency between the results of attitude and behavioral intention. The theoretical and practical meanings of the results were discussed.