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Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?

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  • Anne L. Roggeveen
  • Dhruv Grewal
  • Jerry Gotlieb

Abstract

This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research extends previous results by testing whether framing affects the use of other extrinsic cues, determining the effect when there are multiple extrinsic cues, determining the impact when extrinsic information is not explicitly provided, and providing evidence that positively framed messages engender more thorough analysis of message cues than negatively framed messages and affect how extrinsic cues are used. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Anne L. Roggeveen & Dhruv Grewal & Jerry Gotlieb, 2006. "Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 115-122, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:115-122
    DOI: 10.1086/504142
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    Cited by:

    1. Grewal, Dhruv & Roggeveen, Anne L. & Lindsey-Mullikin, Joan, 2014. "The Contingent Effects of Semantic Price Cues," Journal of Retailing, Elsevier, vol. 90(2), pages 198-205.
    2. Pontes, Nicolas & Palmeira, Mauricio & Jevons, Colin, 2017. "Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 209-218.
    3. Yenipazarli, Arda, 2024. "Strategic incentives for comparative advertising investments in non-zero-sum competition and economic consequences," European Journal of Operational Research, Elsevier, vol. 312(3), pages 1059-1073.
    4. Jun Zhang & Joon Soo Lim, 2021. "Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 77-98, January.
    5. Knechel, W. Robert & Salterio, Steven E. & Kochetova-Kozloski, Natalia, 2010. "The effect of benchmarked performance measures and strategic analysis on auditors' risk assessments and mental models," Accounting, Organizations and Society, Elsevier, vol. 35(3), pages 316-333, April.
    6. Ni Huang & Gordon Burtch & Yumei He & Yili Hong, 2022. "Managing Congestion in a Matching Market via Demand Information Disclosure," Information Systems Research, INFORMS, vol. 33(4), pages 1196-1220, December.

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