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The Effects of Promotion Type on Persuasion: Moderating Role of Temporal Distance and Message Framing

윤성호|김정현|김요한
한국지역언론학회 (Korean Regional Communication Research Association)|2012.12|언론과학연구 (Journal of Communication Science)|제12권 제4호|pp. 141-178

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키워드

관여도메시지 프레이밍temporal distanceinvolvementmessage framing설득 효과시간적 거리감판매촉진 유형persuasive effectspromotion type
주제분류신문방송학

초록

The purpose of this study is to examine the persuasive effects of promotion type with a focus on temporal distance and message framing. In this study, after involvement was treated as a covariate, an experiment with a 2 (value-added/price-off promotion) × 2 (near/distant future), and a 2 (value-added/price-off promotion) × 2 (positive/negative framing) factorial design was conducted in the Seoul metropolitan area in South Korea. The results suggest that the type of promotion has significant interaction effects with both the temporal distance and the message framing. Price-off promotion was effective in near-future persuasion, whereas value-added promotion was effective in distant future. Price-off promotion was effective for a negative message, while value-added promotion produced greater effects for a positive message. Unlike previous studies, which have focused on price-off promotion, this study could expand the range of studies related to promotion and provide valuable information to companies looking to develop promotion strategies.

Abstract

The purpose of this study is to examine the persuasive effects of promotion type with a focus on temporal distance and message framing. In this study, after involvement was treated as a covariate, an experiment with a 2 (value-added/price-off promotion) × 2 (near/distant future), and a 2 (value-added/price-off promotion) × 2 (positive/negative framing) factorial design was conducted in the Seoul metropolitan area in South Korea. The results suggest that the type of promotion has significant interaction effects with both the temporal distance and the message framing. Price-off promotion was effective in near-future persuasion, whereas value-added promotion was effective in distant future. Price-off promotion was effective for a negative message, while value-added promotion produced greater effects for a positive message. Unlike previous studies, which have focused on price-off promotion, this study could expand the range of studies related to promotion and provide valuable information to companies looking to develop promotion strategies.

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