Saving Behavior Messaging: Gain/Loss Framing, Self/Family Orientations, and Individual Differences in Collectivism

As the United States faces low savings rates and an aging population, examining messages that encourage saving behavior is critical. Adding to this need is growth in ethnic minority groups (e.g., Hispanic Americans) that tend to experience greater saving challenges. The current study tested framing effects (i.e., loss/gain), in tandem with message orientation (i.e., self/family) and the moderating role of collectivism, on ad response variables after exposure to public service advertisements about saving. Results across three experiments confirm that matching the level of collectivism with orientation impacted the effect of framing on the outcome measures but that individual differences in collectivism impacted the results more than membership in an ethnic group. Loss framing for both low and high collectivistic individuals, when matched with a self-oriented appeal in the former and a family-oriented appeal in the latter, were most effective. Gain framing was more effective when level of individual collectivism was not matched with self/family message orientation. Important theoretical issues are addressed as well as implications for advertisers who engage in saving behavior messaging.