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Article

The Mediation Effects of Fear on the Relationship between Gain/Loss Message Frames and Cognitive/Conative Responses

Sumin Shin ,  Sanghee Park ,  Eyun-Jung Ki
    Received: 21 January 2022
    Published: 24 January 2022

    Abstract

    This study investigates the underlying mechanism of fear appeal effects on behavioral changes applying the emotions-as-frame model and protection motivation theory to the green advertising context. The results indicate that a loss-framed message arises fear increasing severity, vulnerability, response efficacy, and self-efficacy, which in turn affect the intention to purchase a green product. Furthermore, this study results that a gain frame is more effective to lead green behavior than a loss frame.

    Keywords

    References

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