TY - JOUR
T1 - The effect of message frame in anti-smoking public service announcements on cognitive response and attitude toward smoking
AU - Shen, Lijiang
N1 - Funding Information:
The author thanks Elizabeth Bigsby and Leslie Abbott for their assistance in data collection. This study was supported by a Junior Faculty Research Grant from the University of Georgia Research Foundation.
PY - 2010/1
Y1 - 2010/1
N2 - This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals' cognition and attitude toward smoking. Individuals in a sample of 315 participants were randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) secondhand smoke, and (c) industry manipulation. Each participant viewed four PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be conditional on message frame. Individuals' cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on secondhand smoke. The three frames also led to different patterns of affective responses that can be a basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.
AB - This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals' cognition and attitude toward smoking. Individuals in a sample of 315 participants were randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) secondhand smoke, and (c) industry manipulation. Each participant viewed four PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be conditional on message frame. Individuals' cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on secondhand smoke. The three frames also led to different patterns of affective responses that can be a basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.
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U2 - 10.1080/10410230903473490
DO - 10.1080/10410230903473490
M3 - Article
C2 - 20390667
AN - SCOPUS:77950976972
SN - 1041-0236
VL - 25
SP - 11
EP - 21
JO - Health Communication
JF - Health Communication
IS - 1
ER -