384 Human Factors of a Global Society
The effect is observed mostly for high-risk products whereas for low-risk products a positively
framed message is more effective (Chang 2007). Chang (2007) found that positive frames are more
effective than negative frames for unfamiliar brands of medicine. However, in the case of transfor-
mative products, positive message framing produces usually the best advertising effect and is more
persuasive (Eagly and Chaiken 1993; Levin and Gaeth 1988; Buda and Zhang 2000). Moreover,
according to Donovan and Jalleh (1999), the involvement plays an important role for the effective-
ness of these two types of communication. Positively framed messages are more effective in a low-
involvement condition, and negativ