Journal
JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
Volume 31, Issue 7, Pages 777-796Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/19368623.2022.2065399
Keywords
Message framing; emotions; environmental behavior; experimental design; stimulus-organism-response framework; prospect theory
Funding
- Portuguese Funds by FCT - Fundacao para a Ciencia e a Tecnologia (Foundation for Science and Technology, Portugal) [UIDB/04020/2020]
- Fundação para a Ciência e a Tecnologia [UIDB/04020/2020] Funding Source: FCT
Ask authors/readers for more resources
Research has found that message framing has an impact on consumers' emotions, with positive framing eliciting hope and negative framing triggering guilt. Both emotions positively influence consumers' attitudes, but only hope affects attitudes towards the company, ultimately influencing consumers' behavioral intentions.
While recent research on sustainability communication demonstrates the relevance of message framing, research on the effects of message framing on consumers' emotions is scant. Using the Stimulus-Organism-Response (5-0-R) framework, this paper examines the impact of environmental advertisements (stimuli) on two discrete emotions - hope and guilt - (organism) and how these emotions influence consumers' behavioral intentions (responses). Relying on the prospect theory, this study focuses on positive (gain) and negative (loss) frames. Study 1 shows that, in the context of Corporate Social Responsibility (CSR), a gain message elicits hope while a loss-message triggers guilt. Study 2 shows that both emotions positively influence consumers' attitudes toward the cause; however, only hope affects attitude toward the company. Attitudes toward the cause and the company, in turn, influence consumers' behavioral intentions.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available