María Elisa Sabre e-mail(Login required)

Main Article Content

Authors

María Elisa Sabre e-mail(Login required)

Abstract

233
This study analyzes NGO advertising designed to raise donations to fund its projects. Based on the ELM postulates, we conducted a quasi-experimental study with a 2x2 factorial design, aimed to evaluate the influence of subjects’ involvement level and message framing on the effectiveness of these ads. The results show that the gain frame that emphasizes the positive consequences of donating money is more effective than the loss frame that stresses the negative consequences of not doing so. No effects were found regarding subjects’ involvement level.

Keywords

Framing, involvement, advertising, NGO, persuasion, effectiveness

References

AJZEN, Icek, Attitudes, personality and behavior, Open University Press, Buckingham, 1988.

BENET, Vicente, “El espectáculo solidario: La publicidad en el Tercer Sector y su proyección cultural”, en BENET, Vicente y NOS ALDÁS, Eloísa (eds.), La publicidad en el Tercer Sector. Tendencias y perspectivas de la comunicación solidaria, Icaria, Barcelona, 2003, pp. 15-52.

BENET, Vicente y NOS ALDÁS, Eloísa (eds.), La publicidad en el Tercer Sector. Tendencias y perspectivas de la comunicación solidaria, Icaria, Barcelona, 2003.

BLOCK, Lauren y KELLER, Punam, “When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior”, Journal of Marketing Research, vol. XXXII, nº 2, 1995, pp. 192-203.

BRAVERMANN, Julia, “Testimonials versus informational persuasive messages. The moderating effect of delivery mode and personal involvement”, Communication Research, vol. XXXV, nº 5, 2008, pp. 666-694.

BRIÑOL, Pablo y PETTY, Richard, “Fundamental processes leading to attitude change: Implications for cancer prevention communications”, Journal of Communication, vol. LVI, 2006, pp. S81-S104.

BRIÑOL, Pablo, DE LA CORTE, Luis y BECERRA, Alberto, Qué es persuasión, Biblioteca Nueva, Madrid, 2001.

BUCHHOLZ, Laura y SMITH, Robert, “The role of consumer involvement in determining cognitive response to broadcast advertising”, Journal of Advertising, vol XX, nº 1, 1991, pp. 4-17.

BURNKRANT, Robert y UNNAVA, Rao, “Self referencing. A strategy for increasing processing of message content”, Personality and Social Psychology Bulletin, vol. XV, nº 4, 1989, pp. 628-638.

CHEN, Serena y CHAIKEN, Shelly, “The heuristic-sistematic model in its broader context” en CHAIKEN, Shelly y TROPE, Yaacov (eds.), Dual-process theories in social psychology, Guilford, New York, 1999, pp. 73-96.

COX, Dena y COX, Anthony, “Communicating the consequences of early detection: The role of evidence and framing”, Journal of Marketing, vol. LXV, nº 3, 2001, pp. 91-103.

DARDIS, Frank y SHEN, Fuyuan, “The influence of evidence type and product involvement on message-framing effects in advertising”, Journal of Consumer Behavior, vol. VII, 2008, pp. 222-238.

DAVIS, Joel, “The effects of message framing on response to environmental communications”, Journalism and Mass Communication Quarterly, vol. LXXII, nº 2, 1995, pp. 285-299.

EAGLY, Alice y CHAIKEN, Shelly, The psychology of attitudes, Harcourt Brace & Co, Orlando, 1993.

ENTMAN, Robert, “Framing: Toward clarification of a fractured paradigm”, Journal of Communication, vol. XLIII, nº 4, 1993, pp. 51-58.

ERRO, Javier, “ONGD: ¿Comunicarse por qué y para qué? El paso de la comunicación mercadeada a la comunicación social educativa”, en BENET, Vicente y NOS ALDÁS, Eloísa (eds.), La publicidad en el Tercer Sector. Tendencias y perspectivas de la comunicación solidaria, Icaria, Barcelona, 2003, pp. 53-82.

FLORA, June y MAIBACH, Edward, “Cognitive responses to AIDS information: The effects of issue involvement and message appeal”, Communication Research, vol. XVII, nº 6, 1990, pp. 759-774.

GAMSON, William, “Foreword”, en REESE, Stephen, GANDY, Oscar y GRANT, August, (eds.), Framing public life: Perspectives on media and our understanding of the social world, Lawrence Erlbaum, New Jersey, 2001, pp. ix-xi.

GARCÍA, Mariola, Las claves de la publicidad, ESIC, Madrid, 2008.

GREENWALD, Anthony y LEAVITT, Clark, “Audience involvement in advertising: Four levels”, Journal of Consumer Research, vol. XI, nº 1, 1984, pp. 581-592.

HERSHBERGER, Edmund, “eELM: A replication and enhancement of the Elaboration Likelihood Model for Computer Mediated Enviroments” (Disertación Doctoral, Georgia State University, 2003), Dissertation Abstracts International, vol. LXIV, 1759.

HOMER, Pamela y YOON, Sun-Gil, “Message framing and the interrelationships among adbased feelings, affect, and cognition”, Journal of Advertising, vol. XXI, nº 1, 1992, pp. 19-33.

IGARTUA, Juan J., “La técnica del listado de pensamientos como método de investigación en comunicación publicitaria”, Comunicación y Cultura, vol. III, 1998, pp. 43-62.

IGARTUA, Juan, Métodos cuantitativos de investigación en comunicación, Bosch, Barcelona, 2006.

IGARTUA, Juan y CHENG, Lifen, “Moderating effect of group cue while processing news on immigration. Is framing effect a heuristic process?”, Journal of Communication, vol. LIX, nº 4, 2009, pp. 726-749.

IGARTUA, Juan, CHENG, Lifen y LOPES, Orquídea, “To think or not to think: Two pathways towards persuasion by short films on AIDS prevention”, Journal of Health Communication, vol. VIII, 2003, pp. 512-528.

IGARTUA, Juan, CORRAL, Elena y VILLAR, Celia, “Persuasión y publicidad comercial. Una investigación empírica”, Revista de Psicología Social Aplicada, vol. X, nº 1, 2000, pp. 51-75.

IGARTUA, Juan, MUÑIZ, Carlos, OTERO, José, CHENG, Lifen y GÓMEZ, José, “Recepción e impacto socio-cognitivo de las noticias sobre inmigración”, Revista de Psicología Social, vol. XXIII, nº 1, 2008, pp. 3-16.

IGARTUA, Juan; OTERO, José, MUÑIZ, Carlos; CHENG, Lifen y GÓMEZ, José, “Efectos cognitivos y afectivos de los encuadres noticiosos de la inmigración”, en IGARTUA, Juan y MUÑIZ, Carlos (eds.), Medios de comunicación, inmigración y sociedad, Ediciones Universidad de Salamanca, Salamanca, 2007, pp. 196-232.

JOHNSON, Blair y EAGLY, Alice “Effects of involvement on persuasion: A meta-analysis”, Psychological Bulletin, vol. CVI, nº 2, 1989, pp. 290-314.

KAHNEMAN, Daniel y TVERSKY, Amos, “Choices, values and frames”, American Psychologist, vol. XXXIX, nº 4, 1984, pp. 341-350.

KOTLER, Philip y ZALTMAN, Gerald, “Social marketing: An approach to planned social change”, Journal of Marketing, vol. XXXV, 1971, pp. 3-12.

KRISHNAMURTHY, Parthasarathy, CARTER, Patrick y BLAIR, Edward, “Attribute framing and goal framing effects in health decisions”, Organizational Behavior and Human Decision Processes, vol. LXXXV, nº 2, 2001, pp. 382-399.

KÜHBERGER, Anton, “The influence of framing in risky decisions. A meta-analysis”, Organizational Behavior And Human Decision Processes, vol. LXXV, nº 1, 1998, pp. 23-55.

LEIPPE, Michael y ELKIN, Roger, “When motives clash: Issue involvement and response involvement as determinants of persuasion”, Journal of Personality and Social Psychology, vol. LII, nº 2, 1987, pp. 269-278.

LEVIN, Irwin y GAETH, Gary, “How consumers are affected by the framing of attribute information before and after consuming the product”, Journal of Consumer Research, vol. XV, nº 3, 1988, pp. 374-378.

LEVIN, Irwin, SCHNEIDER, Sandra y GAETH, Gary, “All frames are not created equal: A typology and critical analysis of framing effects”, Organizational Behavior And Human Decision Processes, vol. LXXVI, nº 2, 1998, pp.149-188.

LUCERGA, María, “Cuando IO soy la marca. La solidaridad como construcción publicitaria”, Tonos Digital: Revista Electrónica de Estudios Filológicos, vol. IX, 2005 MAHESWARAN, Durairaj y MEYERS-LEVY, Joan, “The influence of message framing and issue involvement”, Journal of Marketing Research, vol. XXVII, nº 3, 1990, pp. 361-367.

MARTÍN REQUERO, María, “Publicidad y valores. El valor de la publicidad”, en EGUIZÁ- BAL, Raúl (coord.), La comunicación publicitaria. Antecedentes y tendencias en la sociedad de la información y el conocimiento, Comunicación Social, Sevilla, 2004, pp. 92-105.

MEYEROWITZ, Beth y CHAIKEN, Shelly, “The effect of message framing on breast self-examination attitudes, intentions and behavior”, Journal of Personality and Social Psychology, vol. LII, nº 3, 1987, pp. 500-510.

MEYERS-LEVY, Joan y MAHESWARAN, Durairaj, “Exploring message framing outcomes when systematic, heuristic, or both types of processing occur”, Journal of Consumer Psychology, vol. XIV, nº 1 y 2, 2004, pp. 159-167.

MORALES, José, “Actitudes”, en MORALES, José y HUICI, Carmen (coord.), Psicología social, McGraw-Hill, Madrid, 1999, pp. 193-205.

NAN, Xiaoli, “The relative persuasive effect of gain- versus loss-framed messages: Exploring the moderating role of involvement of the desirability of end-state”, Journalism and Mass Communication Quarterly, vol. LXXXIV, nº 3, 2007, pp. 509-524.

O’KEEFE, Daniel y JENSEN, Jacob, “The relative persuasiveness of gain-framed and lossframed messages for encouraging disease prevention behaviors: A meta-analytic review”, Journal of Health Communication, vol. XII, 2007, pp. 623-644.

PERLOFF, Richard, The dynamics of persuasion. Communication and attitudes in the 21st century, Lawrence Erlbaum Associates, New Jersey, 2003.

PETTY, Richard y CACIOPPO, John, “Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses”, Journal of Personality and Social Psychology, vol. XXXVII, nº 10, 1979, pp. 1915-1926.

PETTY, Richard y CACIOPPO, John, Communication and persuasion: Central and peripheral routes to attitude change, Springer-Verlag, New York, 1986.

PETTY, Richard y CACIOPPO, John, “Involvement and persuasion: Tradition versus integration”, Psychological Bulletin, vol. CVII, nº 3, 1990, pp. 367-374.

PETTY, Richard, CACIOPPO, John y HAUGTVEDT, Cutis, “Ego-involvement and persuasion: An appreciative look at the Sherif’s contribution to the study of self-relevance and attitude change”, en GRANBERG, Donald y SARUP, Gian (eds.), Social judgement and intergroup relations. Essays in honor of Muzafer Sherif, Springer-Verlag, New York, 1992, pp. 147-174.

PETTY, Richard, CACIOPPO, John y SCHUMANN, David, “Central and peripheral routes to advertising effectiveness: The moderating role of involvement”, Journal of Consumer Research, vol X, nº 2, 1983, pp. 135-146.

PETTY, Richard, CACIOPPO, John, STRATHMAN, Alan y PRIESTER, Joseph, “To think or not to think: Exploring two routes of persuasion”, en BROCK, Timothy y GREEN, Melanie (eds.), Persuasion. Psychological insights and perspectives, Sage, Thousand Oaks, CA, 2005, pp. 81-116.

PETTY, Richard y PRIESTER, Joseph, “Cambio de actitud de los mass media: Implicaciones del modelo de persuasión de elaboración probable”, en BRYANT, Jennings y ZILLMANN, Dolf (comps.), Los efectos de los medios de comunicación. Investigación y teorías, Paidós, Barcelona, 1996, pp. 127-168.

PETTY, Richard, PRIESTER, Joseph y BRIÑOL, Pablo, “Mass media attitude change: Implications of the Elaboration Likelihood Model o persuasion”, en BRYANT, Jennings y ZILLMANN, Dolf (comps.), Media effects. Advances in theory and research, Lawrence Erlbaum, New Jersey, 2002, pp. 155-199.

PETTY, Richard y WEGENER, Duane, “Attitude change: Multiple roles for persuasion variables”, en GILBERT, D., FISKE, S. y LINDZEY, G. (eds.), The handbook of social psychology, Volume I, Fourth Edition, McGraw-Hill, New York, 1998, pp. 323-390.

PETTY, Richard y WEGENER, Duane, “The Elaboration Likelihood Model: Current status and controversies”, en CHAIKEN, Shelly y TROPE, Yaacov (eds.), Dual-process theories in social psychology, Guilford, New York, 1999, pp. 41-72.

PETTY, Richard, WEGENER, Duane y FABRIGAR, Leandre, “Attitudes and attitude change”, Annual Review of Psychology, vol. XLVIII, 1997, pp. 609-647.

REESE, Stephen, “Framing public life: A bridging model for media research”, en REESE, Stephen, GANDY, Oscar y GRANT, August, (eds.), Framing public life: Perspectives on media and our understanding of the social world, Lawrence Erlbaum, New Jersey, 2001, pp. 7-32.

ROTHMAN, Alexander, BARTELS, Roger, WLASCHIN, Jhon y SALOVEY, Peter, “The strategic use of gain- and loss-framed messages to promote healthy behavior: How theory can inform practice”, Journal of Communication, vol. LVI, 2006, pp. S202-S220.

SHEN, Lijiang y DILLARD, James, “The influence of behavioral inhibition/approach systems and message framing on the processing of persuasive health messages”, Communication Research, vol. XXXIV, nº 4, 2007, pp. 433-468.

TSAI, Chia-Ching y TSAI, Ming-Hung, “The impact of message framing and involvement on advertising effectiveness”, Journal of American Academy of Business, vol. VIII, nº 2, 2006, pp. 222-226.

TVERSKY, Amos y KAHNEMAN, Daniel, “The framing of decisions and the psychology of choice”, Science, vol. CCXI, 1981, pp. 453-458.

UNNAVA, Rao y BURNKRANT, Robert, “An imagery-processing view of the role of pictures in print”, Journal of Marketing Research, vol. XXVIII, nº 2, 1991, pp. 226-231.

ZAICHKOWSKY, Judy, “Measuring the involvement construct”, Journal of Consumer Research, vol. XXII, nº 3, 1985, pp. 341-352.

ZAICHKOWSKY, Judy, “The personal involvement inventory: Reduction, revision, and application to advertising”, Journal of Advertising, vol. XXIII, nº 4, 1994, pp. 59-70.

Metrics

Search GoogleScholar


Details

Article Details

Section
Articles
Author Biography

María Elisa Sabre, Universidad de Salamanca.

37007-Salamanca.