The Influence of Message Framing and Source Credibility on Attitudes and Intentions Toward a Preventive Health Message, Promoting Sunscreen Use PDF Download

Author: Nóra Tóth
Publisher:
ISBN:
Category :
Languages : en
Pages : 169

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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.