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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 – 23 procedure that one questionnaire followed one message was repeated for the rest messages. Inducement Check Right after viewing the last message, participants were asked to review each message and answer a short questionnaire that attempted to verify the perceived message emphases on positive outcomes of not smoking versus negative outcomes of smoking. To measure the differentiability of message framing, participants were asked to rate on a 7-pointed scale (reasons why smoking is bad/ reasons why not smoking is good) in response to the question “I think this statement is primarily about…” and another reversed 7-pointed scale (benefits of smoking/ costs of not smoking) in response to the question, “I think this statement tells me about…” Intercoder Reliability Holsti’s formula (Wimmer & Dominick, 1994) was used to calculate intercoder reliability. Two coders independently coded 12.5 % of the data. The final intercoder reliability was: thought category = .91, and valence = .95. Results Inducement Check (Perception of Framing) Participants perceived that gain-framed messages told them about the “benefits of not smoking”, and loss-framed messaged told them about the “costs of smoking”, but it was unclear to them whether the message is primarily about “reasons why smoking is bad” or “why not smoking is good.” Gain-framed messages and loss-framed messages were tested within subjects and a significant difference was found in the measurement

Authors: Cheng, I-Huei. and Cameron, Glen.
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background image
Framing Antismoking Message –
23
procedure that one questionnaire followed one message was repeated for the rest
messages.
Inducement Check
Right after viewing the last message, participants were asked to review each
message and answer a short questionnaire that attempted to verify the perceived message
emphases on positive outcomes of not smoking versus negative outcomes of smoking.
To measure the differentiability of message framing, participants were asked to rate on a
7-pointed scale (reasons why smoking is bad/ reasons why not smoking is good) in
response to the question “I think this statement is primarily about…” and another
reversed 7-pointed scale (benefits of smoking/ costs of not smoking) in response to the
question, “I think this statement tells me about…”
Intercoder Reliability
Holsti’s formula (Wimmer & Dominick, 1994) was used to calculate intercoder
reliability. Two coders independently coded 12.5 % of the data. The final intercoder
reliability was: thought category = .91, and valence = .95.
Results
Inducement Check (Perception of Framing)
Participants perceived that gain-framed messages told them about the “benefits of
not smoking”, and loss-framed messaged told them about the “costs of smoking”, but it
was unclear to them whether the message is primarily about “reasons why smoking is
bad” or “why not smoking is good.” Gain-framed messages and loss-framed messages
were tested within subjects and a significant difference was found in the measurement


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