AbstractThis 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.
The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry
Journal of Air Transport Management ; 12 , 4 ; 204-206
2006-01-01
3 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
The commercial airline industry
Elsevier | 1977
|Consumer Marketing and the Airline Industry
NTRS | 1972
|Online Contents | 1995
Online Contents | 1995