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Impact of Message Framing on Consumer Decision Making in FMCG Industry

Author(s) Seyed Ali Fallahchay, Jonah C. Pardillo
Country Indonesia
Abstract Framing effect refers to the cognitive bias in which decisions are made depending upon how information is being presented. It is crucial for a marketer to acknowledge how communication translates into behavior, and how the presentation of information can affect purchase decision making. This study focused on the fast-moving consumer goods (FMCG) industry, an industry with huge potential and considerable risks. The study aimed to observe and analyze the effectiveness of message framing on affecting consumers purchase decision making.
This study utilizes a survey as the primary data collection tool with a total of 385 respondents. Logistic regression is used to determine the effect of types of frames, content of messages, and focus of frames on purchase decision making. Results indicated that message framing is proven to be effective in affecting Indonesian purchase decision making in the FMCG Industry. Types of frames do not significantly affect the effectiveness of framing on Indonesian consumers in the FMCG industry. However, the content of message and focus of frames do contribute to consumers' purchase decision making. It is recommended that marketers should understand other relevant factors of message framing including current industry practice, personal connection, and combination of frame types, content of messages, and focus of frames.
Keywords Message Framing, Framing Effect, Fast Moving Consumer Goods (FMGC), Consumers Purchase Decision Making, Types of Frames, Content of Messages, Focus of Frames.
Field Business Administration
Published In Volume 15, Issue 4, October-December 2024
Published On 2024-12-16
Cite This Impact of Message Framing on Consumer Decision Making in FMCG Industry - Seyed Ali Fallahchay, Jonah C. Pardillo - IJSAT Volume 15, Issue 4, October-December 2024. DOI 10.71097/IJSAT.v15.i4.1148
DOI https://doi.org/10.71097/IJSAT.v15.i4.1148
Short DOI https://doi.org/g82pdv
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