Business Intelligence

What's In A Frame Anyway?: Sharing The Good And The Bad Leads To More Persuasive Messaging

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Executive Summary

We have all been taught not to judge by appearances because our conclusions might be wrong. However, it seems we cannot help relying on appearances to draw inferences and form judgments. Message framing is organizing and structuring a message without altering the arguments or attributes of the featured product. If an identical message is framed in two different ways, its persuasiveness can vary even though both framing methods present the same objective information.

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