Contact:

Shawn Shepherd, (505) 277-6264 Steve Carr, (505) 277-1821

February 22, 2002

NATIONALLY RECOGNIZED EXPERT PRESENTS “FRAMING IN COMMUNICATIONS”

As part of its continuing Executive Speaker Series, the Anderson Schools of Management will present Irwin P. Levin, an international expert in the field of framing effects in marketing communications, on Friday, March 8 in a breakfast lecture at 7:30 a.m. in room H at UNM Continuing Education, 1634 University Blvd.

Levin, a professor from the University of Iowa, says the problem marketers are faced with nowadays is whether or not to accentuate the positive or accentuate the negative. Framing effects are everywhere and research has provided mixed results as to how the alternative framing of information in positive or negative terms affects the decisions of consumers. For instance, how should a firm market a package of ground beef: 80 percent lean or 20 percent fat?

A major application of Levin’s work is in wording of questionnaires, other measurement instruments and advertising. Levin does point out in his research findings that framing effects may occur in any communications situation.

The cost of the lecture is $20 per person and reservations are required in advance. For more information or reservations call 277-6264 or e-mail mchale@mgt.unm.edu by Wednesday, March 6.

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The University of New Mexico
Public Affairs Department
Hodgin Hall, 2nd floor
Albuquerque, NM 87131-0011
Telephone: (505) 277-5813
Fax: (505) 277-1981