How young consumers are influenced by the valence of positive and negative frames: a cross-cultural perspective

This study contributes to the examination of the literatures on framing effects between two diverse contexts, i.e., Greece and Ghana. The first one has a strong democratic culture over the last 2.500 years, whereas the other is characterised by long periods of military rule. To that extent, data was collected from 590 young consumers. The results suggest that in the attribute framing examinations, gain-framed messages make people to focus on the positive outcomes, whereas loss-framed messages have negative evaluations. In the goal framing case, the majority of the subjects from both countries preferred the positive condition. And when decisions involve a risky option, Greeks in the positively framed condition were split between risk avoid and risk seeking behaviour, whereas Ghanaians have only a risk-seeking behaviour. In contrast, in the negatively framed condition all study subjects showed a risk seeking attitude. The findings provide unique technical insights into the consumer framing arena.