Ambient Media: Effects of Message Framing and Temporal Distance on Environmental Advertising Communication

• Main Authors: Li-Wei Yang, 楊理偉
• Other Authors: Yu-Jen Chou
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/sf68c6

碩士 === 銘傳大學 === 企業管理學系碩士班 === 103 === Ambient media is a novel marketing communication tool. This research demonstrates the role of message framing and temporal distance in an ambient media and focuses on the environmental communication. Two 2(message framing: positive vs. negative) × 2(temporal distance: distant vs. proximal) between-subject design experiments are conducted. The difference between these two experiments is the ad format and experiment situations. In Experiment 1, the ad is a print ad that included the ambient media cues and the author surveys on Internet. Experiment 2 is a field experiment and the author uses a real ambient media in a park. As a result, the current research suggests temporal distance moderates the effect of message framing on ambient media communication. Specifically, negative frame induces better ad communication than positive frame in the near future. In contrast, positive message induces better ad communication than negative frame in the distant future. The findings have several marketing and research implications.