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메시지의 긍정·부정 프레이밍과 시간 프레임에 따른 광고 효과
송인학(Song In-Hak),박세영(Park Sea-Young) 충남대학교 사회과학연구소 2009 사회과학연구 Vol.20 No.3
The purpose of this study was to examine the effects of message framing and temporal frame on advertisement effects in the utilitarian product and the hedonic product respectively. 400 students were randomly assigned to one of 8 types of advertising. In the utilitarian product condition, the result showed that significant interaction of message framing and temporal frame. The analysis of simple main effect showed that advertisement attitude and purchase intention are significantly higher in the distance condition versus the close condition in the positive message framing. In the hedonic product condition, there is only main effect of message framing with no interaction of message framing and temporal frame. The results of this study represent that temporal frame is effective only in the positive message framing on the utilitarian product, and temporal frame is not effective in the hedonic product. This results are support the hypothesis 3 and 4 and show that positive message framing is consistently more effective than negative message framing in the hedonic product.
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