Exploring linkage of message frames with personality traits for political advertising effectiveness

This study examined the different and combined effects of regulatory focus (i.e. prevention-focused vs. promotion-focused) and issue involvement (i.e. high vs. low) with message frames (i.e. prevention-framed vs. promotion-framed) on attitude toward ads, message preference, and voting intention. Tak...

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Bibliographic Details
Published inAsian journal of communication Vol. 28; no. 3; pp. 247 - 263
Main Authors Han, Eun-kyoung, Park, Chanho, Khang, Hyoungkoo
Format Journal Article
LanguageEnglish
Published Abingdon Taylor & Francis Ltd 04.05.2018
Subjects
Attitudes
Effects
Personality
Personality traits
Political advertising
Prevention
Variables
Voting
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Summary:This study examined the different and combined effects of regulatory focus (i.e. prevention-focused vs. promotion-focused) and issue involvement (i.e. high vs. low) with message frames (i.e. prevention-framed vs. promotion-framed) on attitude toward ads, message preference, and voting intention. Taken together, our findings revealed statistically significant two-way interaction effects of regulatory focus and message frames on all dependent measures, including attitude toward ads, message preference and voting intention; however, neither regulatory focus nor message frames exhibited primary effects on those dependent variables. Further, issue involvement was found to have a statistically significant main effect on dependent measures, which negated our expectation of both its interaction effect with message frames and its moderating role between regulatory focus and message frames.
ISSN:0129-2986
1742-0911
DOI:10.1080/01292986.2017.1394333