[01-2] What's in a frame anyway?: A meta-cognitive analysis of the impact of one versus two sided message framing on attitude certainty

Journal of Consumer Psychology

Volume 18, Issue 2, 1 April 2008, Pages 137-149 

What's in a frame anyway?: A meta-cognitive analysis of the impact of one versus two sided message framing on attitude certainty

Derek D. Ruckera, Richard E. Petty,  and Pablo Briñol

A meta-cognitive perspective on one versus two sided framing

Pilot testing

Experiment 1

Experiment 2

Experiment 3

Experiment 4

Experiment 5

General discussion

Implications for meta-cognition in persuasion

Implications for classic research on one-sided versus two-sided communications

Attitudes versus attitude certainty

Practical Implications

Abstract
The current research examines a potentially new strategy to increase attitude certainty: framing messages as two sided. That is, we explore the consequences of articulating that others have considered both the positives and negatives of a message position, in the absence of any real differences in substantive content presented. Although classic research and theory appear to assume no clear benefit for simply framing a message as two sided, we develop and apply a meta-cognitive approach that predicts advantages for such messages with respect to attitude certainty and attitude-behavior correspondence.

- 기존의 일면/양면 메시지에 대한 연구에 틀이라는 개념을 결합시킴 
- 기존의 프레이밍과는 다른 관점의 프레이밍을 제시.
- 태도자체가 바뀌는 것은 아니지만, 메타인지에 해당하는 확신 정도에 영향을 미칠 수 있고, 행동에까지 영향을 미칠있다.

- 시사점: 동일한 내용이어도 이런식으로 제시해주는 것이 일단 볼 때는 부정적인게 올라와있으면 안좋을 것 같지만, 소비자 입장에서는 나쁜 것도 고려되었구나라는 것 때문에 오히려 긍정적인 영향을 미칠 수도 있다.
 

- 회귀분석의 상호작용 분석 기법이 사용되었음(실험3, 5).(Aiken & West, 1991 참조)