Lin, Chien-Huang; Kao, Danny T.; Chuang, Shih-Chieh; … - In: Journal of Air Transport Management 12 (2006) 4, pp. 204-206
This study uses the concepts of customer segmentation and time pressure to examine the persuasiveness of commercial message framing. It finds positively framed (PF) messages are more persuasive than negatively framed (NF) messages when directed toward intensively involved air travelers under...