Positively versus negatively framed product attributes: The influence of involvement

Previous studies have shown that the positive framing of a meat product attribute (i.e., 75% lean) results in more positive evaluation of the product than its presumed equivalent negative framing (25% fat). Other framing studies, particularly those dealing with health messages, show mixed results, although there is a tendency in favor of negative framing. Involvement has been hypothesized to account for these conflicting results, in that under high-involvement conditions, negative framing has been found to be superior, with positive framing superior under low-involvement conditions. This article replicates the original meat product study with respect to product attribute framing, and extends this by analyzing the data with respect to subjects' involvement in dietary fat decisions. The study also explores the relationship between framing effects and the influence of the frame on some decision-making reference point.