Advertising to reduce meat consumption: positive framing versus negative framing effects on attention

Abstract

Purpose Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements. Design/methodology/approach A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention. Findings Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement ( p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert ( p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement ( p < 0.05). Originality/value This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.