The Persuasiveness of Framed Commercial Messages: A Note on Marketing Implications for the Airline Industry

This study uses the concepts of customer segmentation and time pressure to examine the persuasiveness of commercial message framing. It finds positively framed (PF) messages are more persuasive than negatively framed (NF) messages when directed toward intensively involved air travelers under time pressures but that NF messages are more persuasive when directed toward interested air travelers not under any great time constraints. Further, uninterested (minimally involved) air travelers may fail to be persuaded by any message framing regardless of how pressed they are for time.

• Record URL:
  • http://www.sciencedirect.com/science/article/B6VGP-4JD111T-2/1/a529358ea92997dccc06c18aa7b6ac0d
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/oclc/31005945
• Supplemental Notes:
  • Abstract reprinted with permission from Elsevier.
• Authors:
  • Lin, Chien-Huang
  • Kao, Danny T
  • Chuang, Shih-Chieh
  • Wu, Pei-Hsun
• Publication Date: 2006-7

Language

• English

Media Info

• Media Type: Print
• Features: References;
• Pagination: pp 204-206
• Serial:
  • Journal of Air Transport Management
  • Volume: 12
  • Issue Number: 4
  • Publisher: Elsevier
  • ISSN: 0969-6997
  • Serial URL: http://www.sciencedirect.com/science/journal/09696997

Subject/Index Terms

• TRT Terms: Messages; Psychological aspects; Travelers
• Uncontrolled Terms: Airline passengers; Frame of reference; Persuasion (Psychology); Schedule disruption
• Subject Areas: Aviation; Passenger Transportation; Society;

Filing Info

• Accession Number: 01029774
• Record Type: Publication
• Files: TRIS
• Created Date: Jul 27 2006 9:42AM