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Advertising Framing Effects and Consideration of Future Consequences


  • The author would like to thank Scot Burton for guidance and advice on early drafts of this article.


Many consumers have a difficult time considering the future consequences of their behaviors and are prone to discount future health risks. The two experiments presented here test the effectiveness of framing techniques designed to persuade consumers who typically do not consider the future consequences of their behaviors to make better health decisions. Results from Study 1 show that present-oriented consumers can be more strongly persuaded by messages that emphasize proximal rather than distal consequences of unhealthy food choices. Findings of Study 2 suggest that messages focused on promotion strategies (vs. prevention strategies) result in higher behavioral intentions for present-oriented consumers.

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