Used as a manipulation check to verify whether participants perceived an advertisement as emphasising positive benefits (gain frame) or negative consequences and costs (loss frame). Participants indicated what message the ad conveyed after exposure to a gain- or loss-framed environmental advertisement.
7-point semantic differential bipolar pairs
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Used as a manipulation check in Studies 1 (n = 275, alpha = .92) and 3 (n = 150, alpha = .95). After ad exposure, participants were asked to identify the message conveyed. The gain endpoint should be scored high (7) and loss endpoint low (1). Successfully differentiated gain- and loss-framed conditions, providing evidence of predictive validity.
Baek, T.H., & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440–453.
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