The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > journal & Dissertation > Item 987654321/31454

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/31454

Title:	The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry
Authors:	Chien-Huang Lin,Danny T. Kao,Shih-Chieh Chuang,Pei-Hsun Wu
Contributors:	企業管理研究所
Keywords:	INVOLVEMENT;IMPACT
Date:	2006
Issue Date:	2010-07-06 17:46:09 (UTC+8)
Publisher:	中央大學
Abstract:	This study uses the concepts of customer segmentation and time pressure to examine the persuasiveness of commercial message framing. It finds positively framed (PF) messages are more persuasive than negatively framed (NF) messages when directed toward int
Relation:	JOURNAL OF AIR TRANSPORT MANAGEMENT
Appears in Collections:	[Graduate Institute of Business Administration] journal & Dissertation

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