Message Framing and Source Credibility in Product Advertisements with High Consumer Involvement

Euis Soliha , Suzy Widyasari
European Research Studies Journal, Volume XXI, Special Issue 3, 413-422, 2018
EOI: 10.11214/thalassinos.21.07.035

Abstract:

The general objective of this research was to analyze the use of message framing and the source appropriately used in product advertisement with high consumer involvement. The category of experimental design used in this study was the lab experiment. The factorial designs in this study experiments were: 2x1 between subjects at the time of testing of hypotheses 1 and 2; 2x2 between subjects at the time of testing of hypothesis 3. The method of analysis used to test hypotheses 1 and 2 used one way ANOVA, and to test hypothesis 3 used n-ways ANOVA with main effects and interaction effect. First, the results showed that there were significant differences in the performance risk perception, psychological risk perception, financial risk perception, and social risk perception on advertisement using positive and negative message framing. Consumers felt a lower risk perception on the advertisement with positive message framing. Thus, the product's advertisements with high consumer involvement will be more effective by using positive message framing. Second, the results also showed that there were significant differences in the risk perception in advertisement using high and low source credibility. Consumers felt a lower risk perception in the advertisement by using high source credibility. Therefore, the product advertisements with high consumer involvement will be more effective by using high source credibility. The last, based on the testing of hypothesis, there was no significant difference in the risk perception in the advertisements using positive and negative message framing and high and low source credibility.


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