Matching Stylistic Elements of Persuasive Messages: Testing a Valence Rule Using Gain-Loss Framing and Image

• In Event: Advances in Framing Research: Experimentation

Abstract

It was assumed that (a) messages are composed of various elements, such as frame and image, (b) those elements may harmonize or conflict with each other to affect message outcomes, and (c) appraisal domain restrict the influences of message styles. An experiment (N = 455) was conducted to test the effects of valence-matched or -mismatched frames and images on emotion, cognition, and persuasion. With the topic of a free travel to Puerto Rico that promoted a goal-congruent appraisal, the experiment found that the effects of frame and image are constrained by appraisal domain. Further, to understand style effects, the valence of outcome variable and the scope of outcome variable in the context of appraisal domain need to be considered.

Authors

• Kiwon Seo, Sam Houston State U

• James Price Dillard, Pennsylvania State U