All Charity Advertisements Are Not Created Equal: Influences of Message Framing, Vividness Valence, and Number Size Framing
Chun‐Tuan Chang, Yu‐Kang Lee · 2008
Framing is one of the frequent communication strategies used by marketing campaigners. Labeling a glass of water “half-empty” or “half-full ” is an illustration of message framing, as each label presents only one side of the information (Martin, 1995). The way information is labeled or framed may significantly influence con-sumers ’ judgments and decisions (see Levin, Schneider and Gaeth (1998) for a review). Researchers endeavor to adopt framing concepts in public matter promotion (e.g., Iyengar and Kinder, 1987; Price and Tewksbury, 1997). Iyengar and Kinder (1987) indicate that people’s knowledge and justification about public affairs might be substantially shaped by the selection and presenta-tion of information. Charitable donation can be promoted through positively framed messages (e.g., “With your help, an unfortunate child can have an opportunity for a bright future”) or negatively framed ones (e.g., “Without your help, an unfortunate child will