@article {Chang51, author = {Chun-Tuan Chang}, title = {Interactive Effects of Message Framing, Product Perceived Risk, and Mood{\textemdash}The Case of Travel Healthcare Product Advertising}, volume = {47}, number = {1}, pages = {51--65}, year = {2007}, doi = {10.2501/S0021849907070067}, publisher = {Journal of Advertising Research}, abstract = {This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products. Using a context of travel healthcare, an experimental study is conducted to investigate interactive effects of product perceived risk and consumers{\textquoteright} mood on the processing of framed advertising messages. The results indicate that framing effects are influential on people in a positive mood, but are attenuated for those in a negative mood. Mood also moderates the relationship between product perceived risk and message framing when a product is perceived with high risk. Messages framed positively are more effective for people in a negative mood. Alternatively, when people are in a positive mood, messages framed negatively become more persuasive.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/47/1/51}, eprint = {https://www.journalofadvertisingresearch.com/content/47/1/51.full.pdf}, journal = {Journal of Advertising Research} }