The Effect of Message Framing and Involvement on Attitude and Intention

Abstract

Abstract This study uses an experimental approach to test the influence of message framing and consumer involvement on the attitude toward a vacation resort as well as attitude toward on-line Jibrary services, and consumers' intention to use the vacation resort as well as the use of on-line library services. The findings indicate a strong effect of involvement on attitude as well as intention. The influence of framing is statistically not significant. Possible reasons for the outcome and implications for marketers in terms of message framing are discussed.