Interactive Effects of Message Framing, Product Perceived Risk, and Mood—The Case of Travel Healthcare Product Advertising

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products. Using a context of travel healthcare, an experimental study is conducted to investigate interactive effects of product perceived risk and consumers' mood on the processing of framed advertising messages. The results indicate that framing effects are influential on people in a positive mood, but are attenuated for those in a negative mood. Mood also moderates the relationship between product perceived risk and message framing when a product is perceived with high risk. Messages framed positively are more effective for people in a negative mood. Alternatively, when people are in a positive mood, messages framed negatively become more persuasive.