The Impact of prospect Theory Based Framing Tactics on Advertising Effectiveness

摘要

Among the most important decisions managers make is the determination of the most effective advertising strategies (and their associated tactics) and the determination of the market segments for which each strategy will be effective. Little research has explored the application of prospect theory based framing tactics (described in the text) to advertising. In this research we empirically test three framing tactics simultaneously, to study their individual main effects, and the interaction effects among them. We also test the moderating effect of buyers' prior knowledge of the product category.