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Young Smokersˇ¦ Cognitive and Affective Responses to Gain-framed and Loss-framed Antismoking Message: A Think Aloud Protocol Study

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Abstract:

This study examines how young smokers process gain- and loss-framed antismoking information, and what are their concurrent cognitive responses and affective reactions to the messages. Findings from this study add knowledge to research in health communication and provide information for designing messages in public health campaigns. This study used a think aloud method and a within-subject experiment design, where participants verbalized their thoughts when they repeatedly viewed different messages with emphasis on either costs of smoking or benefits of not smoking. It was found that participants engaged in thinking about the likelihood for a certain outcome to happen or whether it is a direct result of smoking, much more than about the severity of the outcomes. A pattern was also observed that loss-framed messages aroused more negative emotions and induced more favorable attitudes than gain-framed messages.

Most Common Document Word Stems:

messag (255), frame (230), smoke (119), thought (90), g2 (86), g3 (86), l1 (86), g4 (85), l2 (85), l4 (85), l3 (84), g1 (83), behavior (82), loss (75), gain (68), antismok (65), fear (65), studi (62), loss-fram (60), effect (59), respons (54),

Author's Keywords:

antismoking, PSAs, message framing, arousal, attention, memory
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p111455_index.html
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MLA Citation:

Cheng, I-Huei. and Cameron, Glen. "Young Smokersˇ¦ Cognitive and Affective Responses to Gain-framed and Loss-framed Antismoking Message: A Think Aloud Protocol Study" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111455_index.html>

APA Citation:

Cheng, I. and Cameron, G. T. , 2003-05-27 "Young Smokersˇ¦ Cognitive and Affective Responses to Gain-framed and Loss-framed Antismoking Message: A Think Aloud Protocol Study" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111455_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examines how young smokers process gain- and loss-framed antismoking information, and what are their concurrent cognitive responses and affective reactions to the messages. Findings from this study add knowledge to research in health communication and provide information for designing messages in public health campaigns. This study used a think aloud method and a within-subject experiment design, where participants verbalized their thoughts when they repeatedly viewed different messages with emphasis on either costs of smoking or benefits of not smoking. It was found that participants engaged in thinking about the likelihood for a certain outcome to happen or whether it is a direct result of smoking, much more than about the severity of the outcomes. A pattern was also observed that loss-framed messages aroused more negative emotions and induced more favorable attitudes than gain-framed messages.

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Document Type: .PDF
Page count: 41
Word count: 10511
Text sample:
Framing Antismoking Message –1 Young Smokers’ Cognitive and Affective Responses to Gain-framed and Loss- framed Antismoking Message: A Think Aloud Protocol Study Abstract This study examines how young smokers process gain- and loss-framed antismoking information and what are their concurrent cognitive responses and affective reactions to the messages. Findings from this study add knowledge to research in health communication and provide information for designing messages in public health campaigns. This study used a think aloud method and a within-subject
22.8 14.2 5.1 (Standard Deviation) (9.5) (6.7) (3.8) Table 25 Descriptive Analyses – Cognitive Thoughts of Different Fear Control Responses Perceived Message Defensive Denial Total Manipulation Derogation Avoidance Number of thoughts 28 0 33 28 89 (Percentage) (31%) (0%) (37%) (31%) (100%) Mean 0.9 0 1.0 0.9 (Standard Deviation) (1.6) (0) (1.6) (1.5)


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