Framing in Advertising and the Moderating Impact of Education
研究正面和负面框架广告对消费者购买决策的影响，发现教育水平调节了这种影响：高教育消费者更受正面框架影响，低教育消费者更受负面框架影响。
Does framed advertising influence consumer purchase decisions? If so, with which consumer segments is it more influential? How does it influence the purchase process? In this paper the impact of positively and negatively framed advertising is diagnosed on five purchase-decision constructs for a transformational consumer product category. The moderating impact of consumers’ education on this process is also studied. Educated consumers are more influenced by positively framed advertising; less educated consumers are more influenced by negatively framed advertising. In general, positively framed advertising has a more favorable impact than negatively framed advertising on purchase-decision judgments for transformational products. The implications of these findings for mainstream consumer products advertisers are discussed.