It's the Mind-Set That Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors

Volume: 48, Issue: 3, Pages: 472 - 485
Published: Jun 1, 2011
Abstract
Across three studies, this research elucidates when loss- versus gain-framed messages are most effective in influencing consumer recycling by examining the moderating role of whether a more concrete or abstract mind-set is activated. First, in a field study, the authors demonstrate that loss frames are more efficacious when paired with low-level, concrete mind-sets, whereas gain frames are more effective when paired with high-level, abstract...
Paper Details
Title
It's the Mind-Set That Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors
Published Date
Jun 1, 2011
Volume
48
Issue
3
Pages
472 - 485
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