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Psychology Of Advertising: The Effect Of Self-Monitoring And Message Framing On Advertisement Persuasion, Emily Murray

Honors Theses

The current study examined the interaction between self-monitoring and message framing on overall advertisement evaluation. Seventy-six undergraduate students (56 females and 20 males) at a small liberal arts school were exposed to a 2(Self-monitoring: High vs. Low) x 2(Message Framing: Promotion-framed advertisement vs. Prevention-framed advertisement) between-subjects design. The participants were shown three advertisements, one of which was framed in either a promotion-focused or prevention-focused manner. The participants then filled out a series of questionnaires and were classified as being high or low self-monitors. It was hypothesized that the participants who were classified as high self-monitors would evaluate the promotion-framed advertisement …