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

Authors: Cheng, I-Huei. and Cameron, Glen.
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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 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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