Zubair Muhammad, Wang Xiaoyi, Iqbal Sidra, Awais Muhammad, Wang Ruining
Department of Marketing, School of Management, Zhejiang University, Room No 1206, Dormitory-D, Zijingang Campus, Zhejiang University, Hangzhou, China.
Department of Marketing, School of Management, Zhejiang University, 3 Floor, School of Management Building, Zijingang Campus, Zhejiang University, Hangzhou, China.
Heliyon. 2020 Sep 23;6(9):e04912. doi: 10.1016/j.heliyon.2020.e04912. eCollection 2020 Sep.
Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies.
This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing.
The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing.As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information.Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context.
Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.
信息框架在广告策略中起着重要作用，并且在不同的行为研究中已从各种角度进行了研究。
本研究采用事件相关电位技术，以检验在绿色营销背景下，信息框架对注意力和大脑情感处理的影响。
行为结果表明，与负面和中性框架相比，正面框架下的购买偏好更高。根据事件相关电位结果，负面框架引发了更大的P1成分，这表明在信息处理的第一阶段，威胁性信息吸引了更多关注。在第二和第三阶段，正面框架的N170和P3分别更高，表明对非威胁性情感信息的处理有更多关注。与现有方法的比较：信息框架此前已通过行为方法进行研究。我们首次在绿色营销背景下，使用像事件相关脑电位技术这样的神经科学方法对其进行研究。
与行为研究相比，我们的结果从潜在的神经角度为绿色营销背景下注意力和大脑情感反应如何影响信息框架提供了更有力的证据。
