Ad Gain-Loss Framing Perception

What it measures

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.

Representative items

• Costs / Benefits
• Losses / Gains
• Negative outcomes / Positive outcomes

Citation

Baek, T.H., & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440–453.