01423nas a2200157   4500008004100000245013800041210006900179260000900248490000700257520080000264653001401064100001701078700001601095700002201111856013201133       2007                        eng d00aCross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe0 aCrossnational differences in consumer response to the framing of  c20070 v413 aThis study examines consumer response to positively versus negatively framed advertisements in four Central European countries. Different emotional, cognitive and attitudinal reactions to advertisements for food products were found with respondents in Croatia, the Czech Republic, Hungary and Poland. Testing a comprehensive structural equation model separately for each country revealed differences as well as similarities in how positively and negatively framed advertisements elicited the emotional dimensions downbeat, pleased and attentive, and affected consumer cognitions and attitudes. Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross-cultural robustness of the underlying framework.10aMarketing1 aOrth, Ulrich1 aKoenig, Hal1 aFirbasova, Zuzana  u/biblio/cross-national-differences-consumer-response-framing-advertising-messages-exploratory-0