The influence of message framing, felt involvement and gender upon persuasion

• Main Authors: Foo, Siew Ting, Neoh, Karen-Sophia Chiew Heng, Tan, Eric Swan Wui
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/59473
• Institution: Nanyang Technological University

Research on the effect of message framing upon persuasion is a relatively new but emerging stream of research within the framework of both consumer behaviour and psychology. Past research in this area has produced inconclusive and conflicting results with both the positive and negative frames herald...