TY  - JOUR
T1  - Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe
JF  - European Journal of Marketing
Y1  - 2007
A1  - Orth,Ulrich
A1  - Koenig,Hal
A1  - Firbasova,Zuzana
KW  - Marketing
AB  - This 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.
VL  - 41
CP  - 3/4
U2  - a
U4  - 647577600
ID  - 647577600
ER  -