The efficacy of frames in a persuasion paradigm : an exploratory examination of the role of information background.
Within the persuasion paradigm, studies assessing the efficacy of positively (gain-framed) or negatively (loss-framed) framed messages have shown the negative frame to be more persuasive than positive frame (Ganzach & Karsahi, 1995; Martin, 1993; Meyerowitz & Chaiken, 1987). This is largely...
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| Format: | Thesis |
| Language: | English |
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2009
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| Online Access: | http://hdl.handle.net/10356/20240 |