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Young Smokers¡¦ Cognitive and Affective Responses to Gain-framed and Loss-framed Antismoking Message: A Think Aloud Protocol Study
Unformatted Document Text:  Framing Antismoking Message – 41 (Continued) Elaboration Others Cognitive Processing Perceived Behavioral Control Behavioral Intention Behavior Antismoking Ads Total Number of thoughts (Percentage) 0 (0%) 25 (2%) 48 (4%) 27 (2%) 34 (3%) 1343 (100%) Mean (Standard Deviation) 0(0) 0.8 (1.4) 1.5 (1.8) 0.8(2.5) 1.1 (1.5) Table 24 Descriptive Analyses – Cognitive Thoughts of Different Valence Valence Positive Negative Neutral Total Number of thoughts (Percentage) 729 (54%) 455 (34%) 163 (12%) 1343 (100%) Mean (Standard Deviation) 22.8 (9.5) 14.2 (6.7) 5.1 (3.8) Table 25 Descriptive Analyses – Cognitive Thoughts of Different Fear Control Responses Perceived Manipulation Message Derogation Defensive Avoidance Denial Total Number of thoughts (Percentage) 28 (31%) 0 (0%) 33 (37%) 28 (31%) 89 (100%) Mean (Standard Deviation) 0.9 (1.6) 0 (0) 1.0 (1.6) 0.9 (1.5)

Authors: Cheng, I-Huei. and Cameron, Glen.
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background image
Framing Antismoking Message –
41
(Continued)
Elaboration
Others
Cognitive
Processing
Perceived
Behavioral
Control
Behavioral
Intention
Behavior Antismoking
Ads
Total
Number of
thoughts
(Percentage)
0
(0%)
25

(2%)
48

(4%)
27
(2%)
34

(3%)
1343

(100%)
Mean
(Standard
Deviation)
0
(0)
0.8
(1.4)
1.5
(1.8)
0.8
(2.5)
1.1
(1.5)
Table 24 Descriptive Analyses – Cognitive Thoughts of Different Valence
Valence Positive
Negative
Neutral
Total
Number of thoughts
(Percentage)
729
(54%)
455
(34%)
163
(12%)
1343
(100%)
Mean
(Standard Deviation)
22.8
(9.5)
14.2
(6.7)
5.1
(3.8)
Table 25 Descriptive Analyses – Cognitive Thoughts of Different Fear Control Responses
Perceived
Manipulation
Message
Derogation
Defensive
Avoidance
Denial Total
Number of thoughts
(Percentage)
28
(31%)
0
(0%)
33
(37%)
28
(31%)
89
(100%)
Mean
(Standard Deviation)
0.9
(1.6)
0
(0)
1.0
(1.6)
0.9
(1.5)


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