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http://dx.doi.org/10.29214/damis.2018.37.2.006

The Effect of Message Framing on Personal Relevance and Social Value Orientation - Focusing on Privatization -  

Ju, Tae-Wook (Dept. of Business Administration, Daelim College)
Kim, Hyun-Seok (Dept. of Business Administration, Daelim College)
Publication Information
Management & Information Systems Review / v.37, no.2, 2018 , pp. 109-123 More about this Journal
Abstract
This research presented the privatization of pubic corporations in terms of communication dimension rather than political and ideological dimension. Concretely, we examined how the message framing of privatization affects consumer's advertising attitude. At the same time, this study also examined the moderating factors which make a difference of the message framing, such as personal relevance(high/low) and social value orientation(proself/prosocial). The results showed that the interaction effect between type of message framing and personal relevance. Positive message framing showed a higher effect than negative message in the case of low personal relevance. Also, There was the interaction effect between type of message framing and social value orientation. Positive message framing showed a higher effect than negative message in the case of proself. However, there was no difference in message framing effect when there was high personal relevance and prosocial. Lastly, the implications of this study was presented. First, this study expanded the scope of research related to message framing. Second, the use of moderating variables such as personal relevance and social value orientation increased the possibility of practical application. In addition, limitation and further study directions was discussed.
Keywords
Advertising Message; Message Framing; Privatization; Personal Relevance; Social Value Orientation;
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