Framing, Persuasion, and Emotions - Research Paper Example

Framing, Persuasion, and Emotions Framing, Persuasion, and Emotions Literature Review Many scholars have sought to understandthe existing relationship between message framing and its effects on persuasion. The purpose of persuasive communications is to create awareness, increase message retention, and stimulate action. Notably, advertisers and health promoters need to register the highest framing effects so that they can persuade individuals to register behavioral change. Evidently, many barriers prevent behavioral change or attitude adjustments. These barriers are the main goals of health campaigns or advertisements. In order to overcome such barriers, the design of health campaigns specifically message framing should be more effective. There has been an emphasis on the need to use gain-framed messages that promote positive behavioral changes by highlighting the potential benefits of behavior adjustments. On the other hand, many scholars have highlighted that loss-framed messages may promote the undesirable behavior. Notably, both gain-frames and loss-framed messages may contain similar information. However, different studies have revealed that gain-framed and loss-framed messages have a different capacity in persuading people. According to Seo and Shen (2013), there are different persuasive effects of gain and loss framing. These authors recognized that gain and loss framing determined the kind of decision that individuals are interacting with the message made in the end. The researchers placed emphasis on the need for advanced research in an effort to identify the frameworks that explain the different persuasive effects of gain and loss framing. Seo and Shen also explored the need to combine visual images with a persuasive message. They highlighted that visual imagery combined with framing registers a high level of persuasion. These authors highlighted the exemplification theory is of critical importance in explaining how a mediating mechanism does exist between an image and the persuasive outcome. In addition, the authors highlighted that the duo coding theory is of critical importance in understanding how verbal and nonverbal mental systems encode information gained from the interaction with the environment. Because the verbal, mental system focuses on language and symbols, the non-verbal system gives close attention to non-symbolic types of information. For this reason, framing corresponds to the verbal system while the use of visual images corresponds to the non-verbal system. Seo and Shen also described persuasion as a process, which constitutes of numerous linked changes. For this reason, it is important for advertisers and health campaigners to rely on both verbal and non-verbal information in order to register a higher level of persuasion. Although message framing has the potential to affect the level of persuasion, it emerges that preexisting characteristics of the target audience have the potential to determine how an individual receives a certain message. One of the preexisting characteristics that have been studied is the effect of mood on persuasion. According to Yan, Dillard, and Shen (2010), the mood of an individual has the potential to trigger the activation of either the behavioral approach system of the behavioral inhibition system. According to the study carried out by these researchers, it emerged that advertisers and health campaigners who may register higher persuasive effects when gain framing is coupled with an individual’s positive mood. In addition, prescriptive behavioral advocacy has the potential to increase persuasive effects when combine with gain framing in an individual with positive moods. On the other hand, people with sad moods are more likely to be persuaded by loss framing and the use of restraint advocacy. These researchers have similar views to those expressed by Seo and Shen (2013), concerning the effects of gaining framed messages and loss-framed messages. It appears that the type of framing adopted determines the level of persuasion, health campaign or advertisements may register. Notably, persuasive campaign urges people to register a behavioral change such as frequently exercising, increasing consumption of vegetables, using seatbelt every time, and purchasing different products. These are examples of prescriptive behavioral advocacies because they urge people to take an action and do something. On the other hand, some persuasive campaigns urge people to cease smoking, limit alcohol consumption, or minimize exposure to the sun rays. Since these persuasive campaigns advice individuals against certain actions, researchers have referred to them as restrained-oriented advocacies. When these types of advocacies combine with different types of framing, the mood of the audience, as well as visual images, different persuasive effects occur. In a different study carried out by Yan, Dillard, and Shen (2012), it emerged that premessage emotions, as well as the level of motivation, determine persuasive effects of health campaigns and advertisements. Premessage emotions explored in this study include happiness, anger, and fear. The researchers sought to determine these premessage emotions combined with different levels of motivational system activation determined how gain- and loss-framed persuasive messages resulted in different levels of persuasion. The study revealed that fear had a higher potential for activating the behavioral inhibition system because happiness and anger activated the behavioral approach system. It also emerged that loss-framed messages presented a higher level of persuasion in fearful individuals. On the other hand, gain-framed messages were most persuasive in happy and angry participants. The effect of message framing on persuasive success also received attention from Corner and Hahn (2010). These authors had the conviction that positively framed messages presented varied persuasive effects from negatively framed messages. The differences occurred despite the equivalence in content in both messages. The authors explored cognitive psychological works in order to determine whether it was possible for two different arguments proven equivalent to present an equal measure of persuasion. The results of their study revealed that arguments present different levels of persuasion even when the content is equivalent. The authors had the conviction that the different persuasive effects resulted from the presentational strategies used. It emerged that the target audience of any message has the potential to differentiate the difference between the success and failure cases depending on the type of framing used. The research concluded that message framing has the potential to determine its persuasiveness. Normative Advocacy also plays a critical role in the conveyance of reliable information. A study conducted by these authors concluded that it was impossible to assume the substantive equivalence of gain-framed and loss-framed messages. The fact that loss-framed and gain-framed messages present different persuasive effect highlights the need for further understanding of informational equivalence. In a different study conducted by Chang and Lee (2010) titled, effects of message framing, vividness congruency, as well as statistical framing on responses to charity advertising, it became evident that message framing is of critical importance in advertising, health campaigns, and charity campaigns. As highlighted above, many authors have given attention to the effect of message framing on persuasion. The study went a step further to determine how vividness congruency coupled with statistical framing persuaded more people to participate in charitable donations. Specifically, this study focused on the important components of charitable print advertisements. The three components brought into context included the text, the story presentation, and statistically based information. Interestingly, negative framing has effects that are more persuasive in charity campaigns. Positive framing presented minimal persuasion. Story presentation had a measure in increasing the efficiency of charity advertising, but did not prove to be a strong factor that could motivate people to donate. The study by Chang and Lee (2010) reveals that the type of message framing adopted depends on the purpose of advertising. Health campaigns differ from charity campaigns. Because gained-framed messages proved to be more effective in health campaigns, charity advertising require the use of negative framing. For example, when the authors used the image of a boy inflicted by poverty and full of sadness with increased emphasis on negativity, more persuasion is likely to result. Notably, the inclusion of statistics that place emphasis on the soaring rates of child poverty in such a case makes negative framing more effective. In the case of positive framing, charity advertisements should depict the child in a happy mood and place emphasis on positivity. If the persuasion in positive persuasion is to be increased, including statistics that reveal smaller numerators can increase people’s perception of the possibility that the campaign goal is achievable. The conclusions by Chang and Lee highlight that message framing, vividness congruency, as well as statistical presentation when carefully selected can increase the persuasion in charity advertising. Many of the researchers described above focused on developing an understanding of the framing effects on persuasion. Gray and Harrington (2011) sought to determine the efficiency of message strategies in a real situation of health campaigns. The authors identified obesity, which has become one of the critical health problems in the United States with other 65% adults being either overweight or obese. The purpose of the study was to determine the efficiency of loss or gain-framed messages in promoting positive exercise variables. In addition, the study sought to establish the effect of positive and negative narration in the promotion of positive exercise variables. The study revealed that gained-framed messages were more persuasive when combined with positive narration. The study also determined the effect of including statistical information related to obesity in gain-framed and loss-framed persuasive styles. The study revealed that gained-framed messages and positive narration have effects that are more persuasive in health campaigns. Compared to negative framing, positive framing persuaded more participants to indulge in positive exercise behaviors. The findings from the study highlighted that the presentation of real life situations in gain-framed messages is a more effective persuasive strategy than the presentation of statistics. The study did not highlight any significant differences between the efficiency of narrative and statistical evidence in persuading people to adopt a healthier lifestyle in order to avoid obesity. Notably, cultural worldviews have a potential to determine the persuasive effects of message framing. A study carried out by Nan and Madden (2014) revealed that cultural worldviews determine the effectiveness of message framing in people’s perception of health campaigns. The study sought to determine how cultural worldviews and message framing influenced people’s opinion towards the Human Papillomavirus Vaccination (HPV) mandate. People who exhibited a hierarchical worldview considered the HPV vaccination mandate as presenting a high risk and less advantageous. On the other hand, a loss-framed message proved to be more persuasive in people with the hierarchical worldview. Individuals who exhibit an egalitarian worldview are more appreciative of gained-framed messages, which persuade them effectively. It becomes evident that the strategies adopted in message framing should consider cultural worldviews of the audience. An interaction between the cultural worldviews and the message framing determine the level of persuasion that results from a health campaign. Yi and Baumgartner (2008) went a step further by seeking to understand the end-states resulting from message framing. The approach adopted by the authors is different from the approaches used in other studies. The authors proposed that message framing that exhibits motivational compatibility with the regulatory focus of a consumer is likely to present a higher level of persuasion. The research demonstrated that gained-framed messages have the potential to motivate the audience to anticipate feelings that are more positive. The authors also explored the effect of motivational compatibility on the level of persuasion resulting from different campaigns and advertising. It emerged that anticipation of positive feelings served to mediate the effect of motivational compatibility on persuasion. A close analysis of the existing literature reveals that message framing determines the persuasive effects of health campaigns and advertisements. Different scholars have explored the potential of gain-framed messages to present a higher level of persuasion on the target audience. On the other hand, loss-framed messages are less effective in advertisements and health campaigns. The kind of advocacy that accompanies message framing also determines the level of persuasion that results. In charity campaigns, loss-framed messages are likely to have a higher effectiveness and increase the intentions of people to donate. People’s moods and feelings prior to the message also determine the efficiency of different message frames in health campaigns and advertisements. Motivational levels and the narrative styles as well and vividness congruency determine how effective a message frame can be in persuading the audience. There is an existing relationship between persuasion and the framing effects of messages. In health campaigns, gained framed messages are likely to trigger behavioral changes, as well as attitude adjustments. The case with charity campaigns is different because negative framing presents a higher effectiveness in triggering action. For this reason, individuals designing messages for health campaigns, charity campaigns, and advertisements should give consideration to the effects of different message frames, types of advocacy, as well as the persuasive effects of the strategies used. References Chang, C., & Lee, Y. (2010). Effects of message framing, vividness congruency and statistical framing on responses to charity advertising. International Journal of Advertising, 29(2), 195-220. Corner, A., & Hahn, U. (2010). Message Framing, Normative Advocacy and Persuasive Success. Argumentation, 24(2), 153-163. doi:10.1007/s10503-009-9159-6. Gray, J. B., & Harrington, N. G. (2011). Narrative and Framing: A Test of an Integrated Message Strategy in the Exercise Context. Journal of Health Communication, 16(3), 264-281. doi:10.1080/10810730.2010.529490. Nan, X., & Madden, K. (2014). The Role of Cultural Worldviews and Message Framing in Shaping Public Opinions Toward the Human Papillomavirus Vaccination Mandate. Human Communication Research, 40(1), 30-53. doi:10.1111/hcre.12016. Seo, K., Dillard, J. P., & Shen, F. (2013). The Effects of Message Framing and Visual Image on Persuasion. Communication Quarterly, 61(5), 564-583. doi:10.1080/01463373.2013.822403. Yan, C., Dillard, J. P., & Shen, F. (2010). The Effects of Mood, Message Framing, and Behavioral Advocacy on Persuasion. Journal of Communication, 60(2), 344-363. doi:10.1111/j.1460-2466.2010.01485.x. Yan, C., Dillard, J. P., & Shen, F. (2012). Emotion, Motivation, and the Persuasive Effects of Message Framing. Journal of Communication, 62(4), 682-700. doi:10.1111/j.1460-2466.2012.01655.x. Yi, S., & Baumgartner, H. (2008). Motivational compatibility and the role of anticipated feelings in positively valenced persuasive message framing. Psychology & Marketing, 25(11), 1007-1026. Read More