Moderating Effects of Consumer Involvement and the Need for Cognition on Goal Framing

Abstract

Goal framing effect refers to the finding that different ways of presenting the same communication content to a consumer tends to generate distinct levels of persuasion for the emitted message. This research is aimed at investigating the interaction between goal framing effect, consumer involvement and the Need for Cognition (NfC) on consumer decision making. Two experiments have been carried out to test the hypothesis that the level of persuasion for a promotional text elevates as consumer involvement increases, independent of the message frame or the NfC. Results showed that consumer's involvement seemed to draw the text's persuasion level up, as it increases, or down, as it decreases, independent of the text frame and the NfC.