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AbstractBased on prospect and mindset theories, this study explores the joint effects of gain (vs. loss) message framing and fixed (vs. growth) mindset on the "willingness of consumers to pay a premium" (WTPP) for pro-environmental hotels. The findings of three studies indicate a congruence effect between message framing and mindset. Specifically, there is an increased likelihood that consumers with a "fixed" mindset will pay more when they are presented with loss-framing advertisements, whereas customers with a "growth" mindset are more convinced by gain-framing advertisements. These effects are mediated by guilt and moral obligation. This study enriches the research associated with pro-environmental hotels and advertisement marketing by proving that the persuasiveness of pro-environmental hotel advertisements depends on the joint effects of message framing and mindset. Practically, pro-environmental hotel managers could utilize these findings to target consumers with specific mindsets and deliver a matching advertising message to maximize marketing impact.Keywords: Message framingmindsetguiltmoral obligationwillingness to pay a premium Disclosure statementNo potential conflict of interest was reported by the authors.Additional informationNotes on contributorsQianqian SuQianqian Su is a PhD candidate from School of Tourism, Hainan University. Her research interests include food tourism, tourist behavior and tourism marketingFangxuan (Sam) LiFangxuan (Sam) Li is a professor from School of Tourism, Hainan University. His research interests include tourist behavior, tourism marketing and travel experience.
Su et al. (Wed,) studied this question.