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The Effect of Message Frame in Anti-smoking Public Service Announcements on Cognitive Response and Attitude toward Smoking

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Abstract:

This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals’ cognition and attitude toward smoking. A sample of 315 participants was randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) second-hand smoke, and (c) industry manipulation. Each participant viewed 4 PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be rather subtle. Individuals’ cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on second-hand smoke. The three frames also led to different patterns of affective responses that can be basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.

Most Common Document Word Stems:

frame (255), messag (207), smoke (200), effect (111), second (67), cognit (64), hand (61), second-hand (57), respons (55), industri (53), psas (53), consequ (52), m (52), attitud (51), theme (49), within (46), signific (44), anti (43), anti-smok (39), manipul (39), 2 (37),

Author's Keywords:

framing effect, anti-smoking PSA, cognition, affect, attitude, multilevel modeling
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Association:
Name: NCA 94th Annual Convention
URL:
http://www.natcom.org


Citation:
URL: http://citation.allacademic.com/meta/p255054_index.html
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MLA Citation:

Shen, Lijiang. "The Effect of Message Frame in Anti-smoking Public Service Announcements on Cognitive Response and Attitude toward Smoking" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA, Nov 20, 2008 <Not Available>. 2014-11-30 <http://citation.allacademic.com/meta/p255054_index.html>

APA Citation:

Shen, L. , 2008-11-20 "The Effect of Message Frame in Anti-smoking Public Service Announcements on Cognitive Response and Attitude toward Smoking" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA Online <PDF>. 2014-11-30 from http://citation.allacademic.com/meta/p255054_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals’ cognition and attitude toward smoking. A sample of 315 participants was randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) second-hand smoke, and (c) industry manipulation. Each participant viewed 4 PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be rather subtle. Individuals’ cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on second-hand smoke. The three frames also led to different patterns of affective responses that can be basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.


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