SUMMARY
To achieve a better understanding of unconscious and emotionally influenced processes, insights from consumer neuroscience have been proven to enrich theories, providing a way to directly assess processing mechanisms in the individual (Yoon et_al, 2012; Smidts et_al, 2014; Plassmann and Karmarkar, 2015; Karmarkar and Yoon, 2016). For these objects, the meta-analytic results are inconclusive, showing either no effects of the frames, a higher persuasiveness of positive frames (Gallagher and Updegraff, 2012; Florence et_al, 2022), or sometimes a higher persuasiveness for negative frames (Ainiwaer et_al, 2021; Florence et_al, 2022). Message framing or goal framing, as a tool . . .
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