MESSAGE FRAMING AND INVOLVEMENT IN INFLUENCING ATTITUDES TOWARDS ORGANIC PRODUCTS

Andhy Setyawan(1*),

(1) Faculty of Business and Economics, Universitas Surabaya
(*) Corresponding Author

Abstract


The research reveals the role of message framing and involvement in influencing attitudes towards organic products. The research data obtained through experimental techniques were attended by 180 students. The results showed that the effect of the negative message framing is more effective in subjects with a high level of involvement, while the influence of a positive message framing is more effective in subjects with low involvement.

Keywords


Organic product, Message framing, Involvement, Attitude

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DOI: https://doi.org/10.24123/jmb.v13i2.241

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Copyright (c) 2017 Journal of Management and Business



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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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