Problem/Solution Framing Effects And The Influence Of Perceived Proximity To The Self

Abstract

Advertisers often employ tactics to enhance the persuasiveness of their messages. One such tactic is when advertisers choose to portray message information positively or negatively, a tactic known as 'framing'. For example, an anti-dandruff shampoo advertisement can focus on how problematic dandruff is, or on the clean scalp a person can get by using the shampoo. This research explores a type of framing which is commonly used in advertising, problem/solution framing, but which is understudied in the academic literature. The influence of the type of information being communicated, such as selfpresentation, is also considered. This thesis draws on the framing and self-presentation literatures to develop a model that establishes the boundary conditions under which problem/solution framing may or may not enhance persuasion. Research in the framing and self-presentation literatures has shown that consumers often exhibit different reactions to positive and negative information. Based on this research stream, the proposed model suggests that when problem frames are perceived to be threatening to the viewer's self, they will be detrimental to persuasion. Specifically, the model suggests that problem/solution framing will have an unfavourable effect on persuasion when it increases the perceived proximity of negative information to the viewer's self, but will have a favourable effect on persuasion when it increases the perceived proximity of positive information to the viewer's self. Thus, the proposed thesis also introduces a new conceptual variable, the perceived proximity to the self (PPS) and develops and tests a PPS scale to measure it. PPS is then utilised to develop hypotheses that are tested using a 2 (self-presentation: low, high) x2 (message frame: problem vs. solution) experimental design. Findings from this research support the proposition that problem frames relating to conspicuous product-benefit appeals are considered to be more threatening to the self than advertisements relating to inconspicuous product-benefit appeals.