摘要
This 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.
原文 | ???core.languages.en_GB??? |
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頁(從 - 到) | 204-206 |
頁數 | 3 |
期刊 | Journal of Air Transport Management |
卷 | 12 |
發行號 | 4 |
DOIs | |
出版狀態 | 已出版 - 7月 2006 |