Message Framing and Marketing/Advertising Message Design

Message Framing
When marketers emphasize the things will be gained when a consumer chooses a to use a specific product or service, it is known as positive message framing. When they stress the benefits that will be lost it is known as negative message framing. The technique that you should use will depend on the product you are offering and what the attitudes and characteristics of your potential customer are toward that product. If a person has a high need for cognition, then in general the use of a positively framed message works better. The opposite is true about using negatively framed messages, people with low need for cognition will be persuaded more by this type. In general people who have good self image are more likely to be convinced by positive framing, and people with low self esteem are more likely to be convinced by negative framing.

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