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Elaboration, content preference and framing: Effects of “Incompetent Authority” frame in China-made product recall coverage
Unformatted Document Text:  Elaboration, content preference and framing preferred interpretation suggested by the dominant frame in texts. It is especially so among subjects equipped with relevant knowledge. Those who follow science and technology news closely have more science-related thoughts chronically accessible in mind. Scientific jargons in the stimulus such as “chemical, diethylene glycol, has a sweet taste like its more expensive cousin, glycerin, and can cause liver and kidney damage” can direct them towards a “science and technology” frame of reference. It may focus consideration on this particular aspect and crowd out thoughts that attribute the issue to the responsibility of Chinese authorities. Though particular content preferences increase elaboration, deep elaboration may not moderate the magnitude of framing effect on attitude or causal attribution. Adding evidence to the power of media frames, our findings suggest that readers who consider different aspects of an issue may still resort to more accessible ideas when making judgments. Hypothetically, contextual cues such as the mode of data collection could incline people to use accessible ideas for evaluations (Shrum, 2007). Student subjects might be eager to finish the study within limited time and they could use heuristic strategies at different stages of information processing (Holbrook, Green & Krosnick, 2003). When asked to fill in the thought listing item, they could be prompted to think of different facets of the product safety issue. But when they were asked to make global evaluations, they return to heuristics and use the most accessible thoughts. Another viable explanation is that those with more relevant knowledge are at least as affected by frames as those lower in issue knowledge. People with more knowledge are better at incorporating the information of stimulus into opinions (Druckman, 2004; Druckman & Bolsen, 2009; Druckman & Nelson, 2003; Lecheler, Vreese & Slothuus, 2009). This study is limited as the use of student subjects may undermine the external validity of the findings. They are normally not shoppers of products like toothpaste in a typical household. Besides, better measurements of content preferences could be employed in future

Authors: Pan, Ji.
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Elaboration, content preference and framing
preferred interpretation suggested by the dominant frame in texts. It is especially so among 
subjects equipped with relevant knowledge. Those who follow science and technology news 
closely have more science-related thoughts chronically accessible in mind. Scientific jargons 
in the stimulus such as “chemical, diethylene glycol, has a sweet taste like its more expensive 
cousin, glycerin, and can cause liver and kidney damage” can direct them towards a “science 
and technology” frame of reference. It may focus consideration on this particular aspect and 
crowd out thoughts that attribute the issue to the responsibility of Chinese authorities. 
Though particular content preferences increase elaboration, deep elaboration may not 
moderate the magnitude of framing effect on attitude or causal attribution. Adding evidence 
to the power of media frames, our findings suggest that readers who consider different 
aspects of an issue may still resort to more accessible ideas when making judgments. 
Hypothetically, contextual cues such as the mode of data collection could incline people to 
use accessible ideas for evaluations (Shrum, 2007). Student subjects might be eager to finish 
the study within limited time and they could use heuristic strategies at different stages of 
information processing (Holbrook, Green & Krosnick, 2003). When asked to fill in the 
thought listing item, they could be prompted to think of different facets of the product safety 
issue. But when they were asked to make global evaluations, they return to heuristics and use 
the most accessible thoughts. Another viable explanation is that those with more relevant 
knowledge are at least as affected by frames as those lower in issue knowledge. People with 
more knowledge are better at incorporating the information of stimulus into opinions 
(Druckman, 2004; Druckman & Bolsen, 2009; Druckman & Nelson, 2003; Lecheler, Vreese 
& Slothuus, 2009). 
This study is limited as the use of student subjects may undermine the external validity 
of the findings. They are normally not shoppers of products like toothpaste in a typical 
household. Besides, better measurements of content preferences could be employed in future 

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