本研究在探討正負面廣告框架在推廣商品時所產生的效果。雖然文獻回顧顯示在推廣沒有嚴重風險性的商品時正面框架的效果一般來說優於負面框架的效果，但是正面框架的優勢效果並非在所有情境下都會成立。本研究認為正負面廣告框架的效果會受到閱聽眾之性別差異與產品態度確定性高低的影響。在性別差異方面，研究結果發現：相較於男性受試者，女性受試者較容易受到廣告正負框架的影響；而在產品態度確定性方面，本研究從兩個面向來探討態度確定性的影響，分別為品牌熟悉度與產品產製國別的聯結強度，研究結果則顯示當受試者對於產品之態度確定性愈高，其受到廣告正負框架影響的程度愈低。

This study suggests that not all individuals are susceptible to the influence of ad framing. This study shows that subjects' gender moderates their responses toward positively-framed and negatively-framed advertising. As expected, female subjects, who are more susceptible to advertising influence, generate more favorable responses toward positively-framed advertising than negatively-framed advertising, whereas male subjects, who are less susceptible to advertising influence, do not generate different responses toward positively-framed advertising and negatively-framed advertising. In addition, this study also proposes that subjects' attitude certainty toward an advertised product moderates their susceptibility to the influence of ad frames, with low certainty yielding more to the influence of ad frames than high certainty. Two determinants of attitude certainty are examined. They are brand familiarity and strength of country-of-origin association. Findings support the moderating influence of country-of-origin associations on ad framing effects.