Involvement moderates the effect of message framing on consumers' perceived monetary gain and product choice

Purpose – Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well as on product choice. Design/methodology/approach – A total of 238 participants were randomly assigned to either a positively or a negatively framed message, and either a high or low involvement condition. Findings – The study finds that presented with a negative relative to positive frame, highly involved participants perceived a higher monetary gain when purchasing the cheaper product; no corresponding differences were found for low‐involved participants. Message framing did not affect either highly or low‐involved participants' product choice. Research limitations/implications – Explanations for the results are offered and future research is suggested in order to determine whether the effect of message framing on the perceived monetary gain of highly involved consumers choosing cheaper products does affect their product choice. Practical implications – If future research confirms this hypothesis, both retailers and highly involved consumers should consider the possible effect of message framing on the perceived monetary gain and on the choice between products that differ in price and quality. Originality/value – This study is the first demonstration of the moderating effect of involvement on the effect of message framing on consumers' perceived monetary gain when choosing between products that differ in price and quality.