The advertising effectiveness of higher education institutions reviewed from message framing

Main Article Content

Euis Soliha
Ajeng Aquinia
Suzy Widyasari
Kristina Anindita Hayuningtias


This study aimed to investigate the effect of message framing on prospective students' attitudes and the impact on their intention to select a college. Marketers often face difficulties expressing messages positively or negatively. This study was conducted on Vocational and High School students using an experimental laboratory design with positive and negative message framing advertisements. Manipulation checks were conducted on 30 participants to test whether they could differentiate between the two. The results showed a significant difference in belief and evaluation of advertisements using positive and negative message framing, indicating both can be differentiated. Furthermore, hypothesis tests using Smart PLS showed no difference in consumer attitudes in university advertisements using positive and negative message framing, resulting to have the same attitude. The second hypothesis test showed that consumer attitudes positively and significantly affect the prospective students’ intentions.



Download data is not yet available.

Plum Analytics

Article Details

Author Biographies

Euis Soliha, Universitas Stikubank, Indonesia

Department of Management

Ajeng Aquinia, Universitas Stikubank, Indonesia

Department of Management

Suzy Widyasari, Universitas Stikubank, Indonesia

Department of Management

Kristina Anindita Hayuningtias, Universitas Stikubank, Indonesia

Department of Management


Aaker, D., Kumar, V. & Day, G. (2004). Marketing Research. New York: John Wiley & Sons, Inc.

Abdullah, Q. A., & Yu, J. (2019). Attitudes and purchase intention towards counterfeiting luxurious fashion products among Yemeni students in China. American Journal of Economics, 9(2). 10.5923/j.economics.20190902.03

Adrinanto, T. (2016). Anteseden attitude towards m-banking dan dampaknya terhadap behavioral intention to adopt m-banking. Jurnal Manajemen dan Pemasaran Jasa, 8(2), 127–146.

Ajzen, I. (2015). The theory of planned behaviour is alive and well, and not ready to retire: A commentary on Sniehotta, Presseau, and Araújo-Soares. Health Psychology Review, 9(2), 131–137.

Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(2), 156.

Banjarnahor, J. (2018). Anteseden customer satisfaction dan dampaknya pada purchase intention. Jurnal Manajemen dan Pemasaran Jasa, 10(1), 141–156.

Bartels, R. D., Kelly, K. M., & Rothman, A. J. (2010). Moving beyond the function of the health behaviour: The effect of message frame on behavioural decision-making. Psychology and Health, 25(7), 821–838.

Blumberg, B. ., Cooper, D., & Schindler, P. (2014). Business research methods. Mc Graw Hill Education.

Cesario, J., Corker, K. S., & Jelinek, S. (2013). A self-regulatory framework for message framing. Journal of Experimental Social Psychology, 49(2), 238–249.

Cheng, H. H., & Huang, S. W. (2013). Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185–198.

Covey, J. (2014). The role of dispositional factors in moderating message framing effects. Health Psychology, 33(1), 52–65.

Creswell, W. J., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).

Fakhri, M., Gilang, A., Ratnayu, N., Bisnis, A., Komunikasi, F., Bisnis, D., & Telkom, U. (2017). Analisis faktor pembentuk keputusan pemilihan perguruan tinggi swasta Universitas Telkom (Studi Pada Mahasiswa Prodi S1 Administrasi Bisnis Fakultas. Bisnis & Entrepreneurship, 11(1), 1–12.

Fatmawati, I., Dharmmesta, B. S., Purwanto, B. M., & Nugroho, S. S. (2018). Promoting young adults to perform energy saving behavior through message framing: A lesson learned from Indonesia. Academy of Strategic Management Journal, 17(5).

Ha, N. M., & Tam, H. L. (2015). Attitudes and purchase intention towards counterfeiting luxurious fashion products in Vietnam. International Journal of Economics and Finance, 7(11), 207.

Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning

Horstschräer, J. (2012). University rankings in action? The importance of rankings and an excellence competition for university choice of high-ability students. Economics of Education Review, 31(6), 1162–1176.

Jaiyeoba, O., E. Marandu, E., Kealesitse, B., & Odongo Opeda, F. (2015). Factors influencing attitudes and purchase intention of fashion counterfeits among batswana college students. Journal of Business Theory and Practice, 3(2), 178.

Jan, M. T., & Ammari, D. (2016). Advertising online by educational institutions and students’ reaction: A study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), 168–180.

Juliana, S., & Sihombing, S. O. (2019). Pengaruh penempatan produk dan kesadaran merek terhadap niat membeli. Jurnal Manajemen dan Pemasaran Jasa, 12(1), 19–34.

Levin, I. P., & Gaeth, G. J. (1998). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374.

Nayeem, T., & Casidy, R. (2013). The role of external influences in high involvement purchase behaviour. Marketing Intelligence & Planning, 31(7), 732-745.

Njomo, L. M. (2014). Analyzing the impact of deceptive advertising in private higher education on students in Cameroon. Journal of Business and Retail Management Research (JBRMR), 9(1), 73–89.

Pérez-Villarreal, H. H., Martínez-Ruiz, M. P., Izquierdo-Yusta, A., & Gómez-Cantó, C. M. (2020). Food values, benefits and their influence on attitudes and purchase intention: Evidence obtained at fast-food hamburger restaurants. Sustainability (Switzerland), 12(18).

Putra, H. B., Pradita, N., & Mansyur, A. (2022). Integration model TPB and perceived risk of intention of use applications and games online freemium paid version: Indonesian students context. Inovbiz: Jurnal Inovasi Bisnis, 9(2), 110.

Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), 3–19.

Roy, R., & Sharma, P. (2015). Scarcity appeal in advertising: Exploring the moderating roles of need for uniqueness and message framing. Journal of Advertising, 44(4), 349–359.

Rutström, E. E., & Wilcox, N. T. (2009). Stated beliefs versus inferred beliefs: A methodological inquiry and experimental test. Games and Economic Behavior, 67(2), 616–632.

Santandreu, J., & Shurden, M. (2017). Purchase decisions for high involvement products: The new generation of buyers. Journal of Marketing Development and Competitiveness, 11(2), 88–92.

Segev, S., Fernandes, J., & Wang, W. (2015). The effects of gain versus loss message framing and point of reference on consumer responses to green advertising. Journal of Current Issues and Research in Advertising, 36(1), 35–51.

Sekaran, U., & Bougie, R. (2016). Reserach Methods for Bussiness: A Skill-Bulding Approach (7th ed.). John Wiley & Sons Ltd.

Setiawan, O. A., & Santosa, M. E. (2020). Bekerjanya efek kualitas produk, persepsi harga dan desain produk pada sikap dan niat beli konsumen. Optimal, 17(2), 1–19.

Sniehotta, F. F., Presseau, J., & Araújo-Soares, V. (2014). Time to retire the theory of planned behaviour. Health Psychology Review, 8(1), 1–7.

Soliha, E., Dharmmesta, B. S., Purwanto, B. M., & Syahlani, S. P. (2014). Message framing, source credibility, and consumer risk perception with motivation as moderating variable in functional food advertisements. American International Journal of Contemporary Research, 4(1), 193–208.

Soliha, E. (2016). Pendekatan Eksperimen Dalam Riset Pemasaran. Badan penerbitan Universitas Stikubank Semarang.

Soliha, E., & Purwanto. BM. (2012). Pengaruh pererangkaan pesan pada persepsi risiko konsumen dengan motivasi sebagai variabel pemoderasi. Jurnal Siasat Bisnis, 16(1), 119–128.

Teoh, C., & Noor, N. A. M (2015). The importance of consumers’ attitudes towards purchase intention of hybrid car in Malaysia. Academic Research International, 6(4), 111–122.

Tran, V. D., & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam. Cogent Psychology, 9(1).

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. In Science, American Association for the Advancement of Science (Vol. 211, Issue 441, pp. 453–458). DOI: 10.1126/science.7455683

Zadeh, H. A., & Mirzaei-Alamouti, S. (2017). Investigation of the effects of advertising on patrons emotional responses, perceived value, satisfaction and behavioral intentions. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(10), 16–31.