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Author: Nóra Tóth Publisher: ISBN: Category : Languages : en Pages : 169
Book Description
The current research aims to investigate the influence of message framing and source credibility on attitudes and intentions toward a preventive health message, promoting sun screen use. In accordance to the nature of this research, the researcher adopted an interpretivist view, which indicated qualitative, inductive research approach. The findings indicate that positively framed health prevention messages are more persuasive, and the prominent reason of selecting one particular frame was the perceived risk. The current research disagrees with the literature, which suggests the demarcation of detection-oriented and prevention-oriented behaviours when investigating the perceived risk. This study proposes that risk should be investigated on an individual basis, since it is not the risk itself but the threshold position between danger and fear influences selection mostly regardless of the demarcation. Danger appeal participants tended to select negatively framed messages as more persuasive, because they understood how to eliminate the threat. Partakers feeling fear appeal chose positively framed messages as more persuasive, because negatively framed leaflet posed an excessively high fear to them. Further findings of the study include that highly involved participants tended to select negatively framed messages as more persuasive. The study investigated the effects of source credibility as well. According to the focus group participants, credibility is more influential than message framing, since it grabs attention. The research found that involvement does not have a moderating effect on source credibility, when choosing preventive health messages. Regardless of involvement, almost all of the participants preferred credible evidence over non-credible one.*****The current research aims to investigate the influence of message framing and source credibility on attitudes and intentions toward a preventive health message, promoting sun screen use. In accordance to the nature of this research, the researcher adopted an interpretivist view, which indicated qualitative, inductive research approach. The findings indicate that positively framed health prevention messages are more persuasive, and the prominent reason of selecting one particular frame was the perceived risk. The current research disagrees with the literature, which suggests the demarcation of detection-oriented and prevention-oriented behaviours when investigating the perceived risk. This study proposes that risk should be investigated on an individual basis, since it is not the risk itself but the threshold position between danger and fear influences selection mostly regardless of the demarcation. Danger appeal participants tended to select negatively framed messages as more persuasive, because they understood how to eliminate the threat. Partakers feeling fear appeal chose positively framed messages as more persuasive, because negatively framed leaflet posed an excessively high fear to them. Further findings of the study include that highly involved participants tended to select negatively framed messages as more persuasive. The study investigated the effects of source credibility as well. According to the focus group participants, credibility is more influential than message framing, since it grabs attention. The research found that involvement does not have a moderating effect on source credibility, when choosing preventive health messages. Regardless of involvement, almost all of the participants preferred credible evidence over non-credible one.
Author: Nóra Tóth Publisher: ISBN: Category : Languages : en Pages : 169
Book Description
The current research aims to investigate the influence of message framing and source credibility on attitudes and intentions toward a preventive health message, promoting sun screen use. In accordance to the nature of this research, the researcher adopted an interpretivist view, which indicated qualitative, inductive research approach. The findings indicate that positively framed health prevention messages are more persuasive, and the prominent reason of selecting one particular frame was the perceived risk. The current research disagrees with the literature, which suggests the demarcation of detection-oriented and prevention-oriented behaviours when investigating the perceived risk. This study proposes that risk should be investigated on an individual basis, since it is not the risk itself but the threshold position between danger and fear influences selection mostly regardless of the demarcation. Danger appeal participants tended to select negatively framed messages as more persuasive, because they understood how to eliminate the threat. Partakers feeling fear appeal chose positively framed messages as more persuasive, because negatively framed leaflet posed an excessively high fear to them. Further findings of the study include that highly involved participants tended to select negatively framed messages as more persuasive. The study investigated the effects of source credibility as well. According to the focus group participants, credibility is more influential than message framing, since it grabs attention. The research found that involvement does not have a moderating effect on source credibility, when choosing preventive health messages. Regardless of involvement, almost all of the participants preferred credible evidence over non-credible one.*****The current research aims to investigate the influence of message framing and source credibility on attitudes and intentions toward a preventive health message, promoting sun screen use. In accordance to the nature of this research, the researcher adopted an interpretivist view, which indicated qualitative, inductive research approach. The findings indicate that positively framed health prevention messages are more persuasive, and the prominent reason of selecting one particular frame was the perceived risk. The current research disagrees with the literature, which suggests the demarcation of detection-oriented and prevention-oriented behaviours when investigating the perceived risk. This study proposes that risk should be investigated on an individual basis, since it is not the risk itself but the threshold position between danger and fear influences selection mostly regardless of the demarcation. Danger appeal participants tended to select negatively framed messages as more persuasive, because they understood how to eliminate the threat. Partakers feeling fear appeal chose positively framed messages as more persuasive, because negatively framed leaflet posed an excessively high fear to them. Further findings of the study include that highly involved participants tended to select negatively framed messages as more persuasive. The study investigated the effects of source credibility as well. According to the focus group participants, credibility is more influential than message framing, since it grabs attention. The research found that involvement does not have a moderating effect on source credibility, when choosing preventive health messages. Regardless of involvement, almost all of the participants preferred credible evidence over non-credible one.
Author: Qinyan Gao Publisher: ISBN: Category : Languages : en Pages : 76
Book Description
Goal framing and message framing have been widely studied in separate disciplines where both demonstrating theoretical and practical implications in developmental education, psychological factors, marketing, and health contexts. This work uses Self-Determination Theory and Regulatory Focus Theory, to investigate the interplay between goal framing (i.g., intrinsic versus extrinsic) and regulatory focus message framing (i.g., promotion versus prevention) in a health communication context. The study reveals a significant interactive effect between the match of intrinsic goal frame and prevention regulatory focus message frame in terms of attitude toward message. Further, the pairing of an extrinsic goal frame with a promotion regulatory focus message frame resulted in significantly higher intention to engage in healthy behavior. Therefore, this work contributes to the goal, motivation, and persuasion literature streams. This work also offers practical implications for health communication practitioners and social marketers.
Author: Michail Vafeiadis Publisher: ISBN: Category : Languages : en Pages :
Book Description
Designing effective health campaigns that can break through the clutter is critical. In todays media saturated environment, the pervasiveness of the Internet, coupled with the increasing role of social media, is changing how people find, evaluate, and process information. Previous studies have examined the effects of narratives in health campaigns in light of their ability to implicitly affect the message recipients cognitive and affective reactions by conveying the real life experiences of an actual person. In addition, an extensive body of research has investigated the role of framing in health communication and has suggested that different health frames (gain vs. loss) have distinct effects for different types of health behaviors (prevention, detection, and cessation). Yet, health frames have been primarily examined in the context of traditional media such as print-based or videos. Finding effective ways to deliver health information is a challenge for health communicators since people are less motivated to exert cognitive effort during information processing due to the sheer amount of available information. Thus, employing powerful visuals has become essential in order to captivate peoples attention and make them more attentive to the advocated message. An important stream of research has investigated independently the role of visuals, framing, and narratives. Yet, there is paucity of research examining their combined effects in health messages. This dissertation seeks to address this gap by examining jointly the effects of narratives, frames, and visuals in promoting health messages. An online 2 (message type: narrative vs. informational) x 2 (health frames: gained-framed vs. loss-framed) x 2 (presentation format: visual vs. non visual) between-participants factorial experiment was conducted. Message type was operationalized by presenting health information in a narrative or factual fashion. Narratives conveyed health-related information through the eyes of the storys protagonist, whereas informational messages included generic and statistical information relevant to the featured health issue, notably, sun protection and skin cancer. Message frames were operationalized in terms of gain- or loss-framed messages. A gain-framed message emphasized the advantages of performing the advocated health behavior, whereas the loss-framed message focused on the disadvantages stemming from failing to adopt the promoted health behavior. Presentation format was operationalized by presenting textual information independently or along with images that were in concert with the information included in the message. Participants were recruited from Amazons Mechanical Turk and were randomly assigned to one of the eight experimental conditions. After reading the health message, they were asked to answer questions about their attitudes toward the message and issue and to indicate their behavioral intentions both offline and online. In short, the findings showed that health narratives are overall more persuasive than informational messages. Participants who received information in a narrative format developed more positive attitudes about sun-protection behaviors and showed heightened behavioral intentions. The study also revealed several intriguing patterns in regards to the role of frames when applied in the context of narrative health messages. Compared to gain-framed narratives, it was found that loss-framed narratives led to more favorable attitudes toward sun protection as well as increased behavioral and sun protection compliance intentions. Conversely, participants reading gain-framed informational messages produced more positive attitudes toward the message than those who were exposed to gain-framed narratives. The mediation analyses showed that empathic identification with the character in a health story was a significant predictor on the outcome variables. Surprisingly, the findings revealed that visuals did not affect how participants evaluated the advocated health behavior. By empirically examining the combined effects of those three variables, the findings of this study provide useful insights for health communicators and practitioners in the fields of advertising and public relations by proposing effective ways of delivering health information. Theoretical and practical implications are also discussed.
Author: Irena S. Vezich Publisher: ISBN: Category : Languages : en Pages : 78
Book Description
Designing health messages that successfully elicit message-consistent behavior continues to be a challenge, in large part because people are often poor predictors of their future actions. Past work that aimed to improve our predictive abilities has suggested that activation in a ventral subregion of medial prefrontal cortex (MPFC) during receipt of a persuasive message can reliably predict downstream behavior (Falk et al., 2010; Falk et al., 2011; Falk, Berkman, & Lieberman, 2012; Falk et al., 2015; Cooper, Tompson, O'Donnell, & Falk, in press), that gain-framed messages are more effective in promoting prevention behaviors than loss-framed messages (Detweiler, Bedel, Salovey, Pronin, & Rothman, 1999; Rothman et al., 1993; Christophersen & Gyulay, 1981; Robberson & Rogers, 1988; Treiber, 1986), and that persuasive messages that contain action plans are more effective than those that do not (Gollwitzer, 1993; Gollwitzer & Brandstätter, 1997; Gollwitzer & Sheeran, 2006; Hagger & Luszczynska, 2014; Sniehotta, Scholz, & Schwarzer, 2006); however, the psychological mechanisms that support these effects are not fully understood. In the current experiment, we argue that persuasion may occur via self-integration--the incorporation of persuasive messages into one's self-concept and identity--by connecting these bodies of literature in our study design. Pulling from the topics of framing effects and action planning in health psychology, along with neuroscience work in persuasion and action understanding, we exposed participants to four types of messages about sunscreen use in the fMRI scanner while also tracking their sunscreen use behaviors and intentions: 1) Fact - facts about sunscreen (control), 2) How - how to wear sunscreen, 3) Whygain - why one should wear sunscreen to garner a benefit, and 4) Whyloss - why one should wear sunscreen to avoid a loss. We replicated past findings on the relationship between MPFC activity during message exposure and future behavior controlling for intentions, along with past action understanding work on the role of rostral inferior parietal lobule (rIPL) and posterior inferior frontal gyrus (pIFG) in response to How>Why and conversely MPFC in response to Why>How; however, we also found preliminary support for our theory of persuasion as a self-integration process by focusing on different message types individually. We found greater MPFC activity during gain-framed messages relative to loss-framed messages, raising the possibility that gain frames tend to be more effective than loss frames for prevention behaviors because they lead individuals to consider the personal positive value of the behavior, which may support the integration of the behavior into one's self-concept. We also found stronger correlations between MPFC activity and future behavior for participants who were not preexisting sunscreen users than for those that were, potentially suggesting that non-users may have more room for self-integration to facilitate behavioral choices (whereas users already consider sunscreen use part of their self-concept). Finally, the fact that activity in both MPFC and rIPL was related to message-consistent behavior suggests that both personal valuation and cognitive rehearsal may contribute to self-integration during message encoding and may support downstream behavioral choices. Both theoretical and practical implications of these findings are discussed along with future directions.
Author: Ioannis Kareklas Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
This paper investigates the influence of perceived source credibility on the effectiveness of health-related public service announcements (PSAs) and electronic word-of-mouth (eWOM) communications. Findings indicate that online commenters who are perceived to be credible are instrumental in influencing consumers' responses to pro- vs. anti-vaccination online PSAs. Results further suggest that it is not the advertising message (i.e., the PSA advocated position) alone that influences consumers' responses (even when consumers perceive the PSA sponsor to be highly credible) but rather, the commenters' reactions to the claims presented in the PSA that also independently contribute to consumers' vaccination attitudes and behavioral intentions. Finally, results also show that when the relevant expertise of online commenters is identified, the effectiveness of the PSA's advertising message is moderated by the interactive effect of the online comments and their associated perceived credibility.
Author: Gideon Keren Publisher: Psychology Press ISBN: 1136988645 Category : Psychology Languages : en Pages : 706
Book Description
Language comprises a major mark of humans compared with other primates and is the main vehicle for social interaction. A major characteristic of any natural language is that the same communication, idea, or intention can be articulated in different ways—in other words, the same message can be "framed" differently. The same medical treatment can be portrayed in terms chance of chance of success or chance of failure; energy reduction can be expressed in terms of savings per day or savings per year; and a task can be described as 80% completed or 20% uncompleted. In this book, contributors from a variety of disciplines—psychology, linguistics, marketing, political science, and medical decision making—come together to better understand the mechanisms underlying framing effects and assess their impact on the communication process.
Author: Hyunmin Lee Publisher: ISBN: Category : Electronic Dissertations Languages : en Pages : 130
Book Description
This study was guided by the idea that persuasive health messages have a better chance at being successful if they mitigate the negative force toward persuasion, namely psychological reactance, and emphasize the positive force toward persuasion, namely source credibility. Namely, this study predicted that gain-framed messages and audiovisual content could counteract state reactance and increase the persuasiveness of health messages. A 2 (message frame: gain/loss) x 2 (modality: audiovisual/text) x 2 (message) within-subjects experiment with a between-subjects factor was conducted with undergraduate students to test whether communicating weight management messages with a gain-messaged frame in a audiovisual format can effectively mitigate psychological reactance. The data indicate that gain-framed messages indeed mitigate psychological reactance while the modality and the frame of the health message interact in such a way that gain-framed messages in an audiovisual modality generate the highest motivations to comply with the recommendations in the persuasive health messages. Furthermore, positive perceptions of source credibility predicted attenuated state reactance, which supports the study's idea that increasing the positive aspect of a persuasive health message can help break down barriers preventing the health message from being persuasively successful.
Author: Yangsun Hong Publisher: ISBN: Category : Electronic dissertations Languages : en Pages : 48
Book Description
The purpose of thesis is to test two types of persuasive message strategies including narrative message type and message frame in health context and to investigate the potential interplay of those strategies when health message contain multiple persuasive strategies that combine various categories (e.g., gain-framed narrative message or loss-framed statistical evidence). In fact, the combination of strategies seems likely to intensify or diminish the effect of health message on persuasion. The results are congruent with the transportation theory. Narrative message produces higher transportation experience into the message than statistical evidence, and higher transportation yields positive attitude and intention toward skin cancer detection behaviors than low transportation. Moreover, the results also indicate that loss frame elicits no effect on attitude and intention toward skin cancer detection behaviors compared to gain frame. The findings support the meta-analyses of message frame literature, arguing that loss frame is only effective in promoting breast cancer detection behavior but not for other detection behaviors such as HIV test and blood test. This study is also designed to explore the possible moderating role of transportation in different message frame. It hypothesizes that for highly transported participants, loss frame will be more effective than gain frame in promoting positive attitude and intention to engage in detection behavior. The findings show that message frame has no effect for those who highly transported people.
Author: Claudia Parvanta Publisher: Jones & Bartlett Learning ISBN: 128414674X Category : Education Languages : en Pages : 530
Book Description
Designed for master’s level study, Public Health Communication: Critical Tools and Strategies will prepare new graduates for any entry level position in public health policy/advocacy, health communication, health promotion, social marketing, or community health education. Filled with practical examples, the book is also a valuable resource for those preparing for the CPH or CHES exams. Students will learn core concepts for planning a communication framework as well key strategies for educating the public about health issues including understanding and reporting science, communicating for policy and advocacy, and health literacy and numeracy. The book thoroughly explores classic theories of persuasion in communication such as Extended Parallel Process Model, Inoculation, Sensation Value, and Cognitive Value. The most current forms of digital/multimedia/interactive channels of communication are examined.
Author: Nóra Tóth
Author: Nóra Tóth
Author: Qinyan Gao
Author: Michail Vafeiadis
Author: Jennifer Michelle Taber
Author: Irena S. Vezich
Author: Ioannis Kareklas
Author: Gideon Keren
Author: Hyunmin Lee
Author: Yangsun Hong
Author: Claudia Parvanta