Matching Temporal Frame, Self-View and Message Frame Valence: Improving Persuasiveness in Health Communications
- Authors
- Pounders, Kathrynn R.; Lee, Seungae; Mackert, Mike
- Issue Date
- Aug-2015
- Publisher
- ROUTLEDGE JOURNALS
- Citation
- JOURNAL OF ADVERTISING, v.44, no.4, pp.388 - 402
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF ADVERTISING
- Volume
- 44
- Number
- 4
- Start Page
- 388
- End Page
- 402
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/156563
- DOI
- 10.1080/00913367.2015.1071210
- ISSN
- 0091-3367
- Abstract
- This work examines the interplay between temporal frame and one's accessible self-view on consumer response to health communication. We find an independent self-view is more persuasive with a distal temporal frame (versus proximal frame), and an interdependent self-view is more persuasive with a proximal temporal frame (versus distal frame). Message frame valence (gain versus loss) moderates the interplay between temporal frame and self-view. In addition, message concreteness and message persuasiveness are revealed as mediators to the interplay between temporal frame and self-view. Interestingly, the mediating process varies depending on one's accessible self-view. These findings offer guidance for health communication marketers' use of temporal frames and self-view.
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