Message framing and persuasion: A message processing analysis

Previous research has indicated that the way in which a message is framed affects the amount of persuasion it elicits. Various processes have been suggested to account for the differential persuasiveness of negatively (or loss-) framed messages versus positively (or gain-)framed messages. The authors hypothesized that differential processing of negatively and positively famed messages is a factor that contributes to the differential persuasiveness that has been observed. Experiment I demonstrated that message frames are consequential in determining the extent to which a message is scrutinized. Experiment 2 provided evidence for a mechanism by which this occurs. Specifically, by manipulating the expected framing and the actual framing of messages, the authors found that either negatively or positively framed messages could lead to more extensive processing depending on which was less expected.