An Examination of Consumer Responses Toward Attribute- and Goal-Framed Messages

This research explores consumer responses toward attribute- and goal-framed messages and examines whether they vary by involvement, need for cognition (NFC), and gender. The combined results of four independent studies show that positive attribute frames are more persuasive than negative ones, whereas negative goal frames are more persuasive than positive ones. More importantly, these effects are moderated by involvement, NFC, and gender. Those who are low in involvement or NFC exhibit larger frame effects for attribute- as well as goal-framed appeals. Further, compared to men, women respond less favorably toward both types of negatively framed appeals.