The efficacy of frames in a persuasion paradigm : an exploratory examination of the role of information background.

• Main Author: Tan, Kai Foong.
• Other Authors: Roger Marshall
• Format: Theses and Dissertations
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Sociology::Social influence
• Online Access: http://hdl.handle.net/10356/20240
• Institution: Nanyang Technological University

Within the persuasion paradigm, studies assessing the efficacy of positively (gain-framed) or negatively (loss-framed) framed messages have shown the negative frame to be more persuasive than positive frame (Ganzach & Karsahi, 1995; Martin, 1993; Meyerowitz & Chaiken, 1987). This is largely...