The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry

Chien Huang Lin, Danny T. Kao, Shih Chieh Chuang, Pei Hsun Wu

研究成果: 雜誌貢獻期刊論文同行評審

9 引文 斯高帕斯(Scopus)

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???
頁(從 - 到)204-206
頁數3
期刊Journal of Air Transport Management
12
發行號4
DOIs
出版狀態已出版 - 7月 2006

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