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ISSN : 1229-8778
In accordance to the response compatibility Hypotheses, this study aims to find out how to lead consumer’s attitude change depending on which alternative is on focus, whether the chosen one or the not-chosen one. It assumes, as Shfir(1993) has suggested in his response compatibility hypothesis, the fit of focused alternative and message framing would have different effects on attitude change. It also predicts the effect of this fit on attitude certainty and the mediation effect of attitude certainty towards the attitude change. Experiment 1 was conducted in order to investigate consumer’s cognitive response depending on the 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) condition. The results suggests that in ‘the chosen option’ condition, ‘choice framing’rather than ‘reject framing’ showed faster response time while in ‘the not-chosen option’ condition, ‘reject framing’ rather than ‘choice framing’ showed faster response. Also, content analysis was conducted in order to find out what was in mind of participant when it comes to focused alterative. In experiment 2, participants were randomly divided in 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) experimental design. As a result, in ‘the chosen option’ condition, the attitude change by different message framing was not strong and it only influenced on the attitude certainty. However, in ‘the not-chosen option’ condition, it reveals strong attitude change depending on the message framing where the attitude of not-chosen option became more favorable in the ‘choice framing’ and more unfavorable in the ‘reject framing’. In this condition, the message framing has different effects on attitude change, and this was mediated by the attitude certainty. The result was mainly analyzed with the valence and this suggests participants were more prone to positive focus in the choice framing while negative focus in the reject framing. The result of study provides implication in various related fields.
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