메시지 프레이밍 효과에 영향을 미치는 정보처리유형과 평가모드에 관한 연구

The effect of message framing for consumer attitude was studied based on information processing type and evaluation mode. The hypotheses for moderate and relationship against consumer attitude of message framing was confirmed. In experiment 1, the effect of message framing and relationship of information processing type was considered. The significant effect of consumer attitude on message framing effect and information processing type was investigated. A shampoo item for this study(1) was selected based on the pretest and were made with advertisement. The message framing was divided into positive message framing and negative one. In the meantime, the information processing type was told apart from imaginative information processing and analytical information processing on shampoo samples. It was demonstrated that the imaginative information processing was more effective than analytical information processing when positive message was provided. On the other hand, analytical information processing was more effective than imaginative information processing if negative message was proposed. The relationship between the effect of evaluation mode and message framing in association with the role of evaluation mode was shown in experiment 2. The message framing was categorized according to positive message framing and negative one like experiment 1.In case of evaluation mode, it was grouped into separate evaluation (SE) and joint evaluation (JE).The result showed that SE was more effective than JE when positive message of the consumer attitude was provided. This result is in accordance with the one when negative message was available.