Abstract This research studies the influences of message framing and message order on consumer responses to Cause-related Marketing advertisement, and works out the following conclusions. Firstly, message framing will influence consumer responses. Compared with negative framing, consumer responses will be much positive in the situation of positive framing. Secondly, message order will influence consumer responses. Consumer responses will be much positive when the information of cause is put in the end. Moreover, there is an interaction effect between message framing and message order. When the information of cause is put in the end, positive framing has a more significant influence on consumer response than negative framing. In the end, the researchers give some marketing implications to the manager.
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Received: 09 September 2013
Published: 15 April 2014
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Corresponding Authors:
ZHU Yimin
E-mail: mnszym@mail.sysu.edu.cn
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