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Keywords: Product choice
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Journal Articles
Involvement moderates the effect of message framing on consumers' perceived monetary gain and product choice
Available to Purchase
Journal of Product & Brand Management (2013) 22 (2): 142–152.
Published: 12 April 2013
... as on product choice. Design/methodology/approach A total of 238 participants were randomly assigned to either a positively or a negatively framed message, and either a high or low involvement condition. Findings The study finds that presented with a negative relative to positive frame, highly involved...
