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It's the Mind-Set that Matters: The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors

2011; SAGE Publishing; Volume: 48; Issue: 3 Linguagem: Inglês

10.1509/jmkr.48.3.472

1547-7193

Katherine White, Rhiannon MacDonnell Mesler, Darren W. Dahl,

Environmental Education and Sustainability

Across three studies, this research elucidates when loss- versus gain-framed messages are most effective in influencing consumer recycling by examining the moderating role of whether a more concrete or abstract mind-set is activated. First, in a field study, the authors demonstrate that loss frames are more efficacious when paired with low-level, concrete mind-sets, whereas gain frames are more effective when paired with high-level, abstract mind-sets. This is an important, substantive finding that persisted over a significant time span. in addition, in two additional laboratory studies, they find further evidence for this matching hypothesis, in which a pairing of loss- (gain-) framed messages that activates more concrete (abstract) mind-sets leads to enhanced processing fluency, increased efficacy, and, as a result, more positive recycling intentions. The findings have implications for marketers, consumers, and society as a whole.