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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 Elaboration, content preference and framing: Effects of “Incompetent Authority” frame in China-made product recall coverage Abstract This study examines how readers’ stable media content preferences influence cognitive elaboration as part of the frame setting process, and how elaboration moderates the magnitude of framings effects. An experiment is conducted to examine the effects of a Chinese product recall story that carries symbolic devices from the “Incompetent Authority” frame. We find that though people who closely followed consumer news elaborated more in- depth on the product issue, deeper elaboration did not moderate frame’s effects on attitude or causal attribution. Implications for framing theory and U.S. media’s presentation of Chinese products are discussed. Keywords: framing effect, cognitive elaboration, content preferences, product recall

Authors: Pan, Ji.
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Elaboration, content preference and framing
Elaboration, content preference and framing: Effects of “Incompetent Authority” 
frame in China-made product recall coverage
Abstract
This study examines how readers’ stable media content preferences influence cognitive 
elaboration as part of the frame setting process, and how elaboration moderates the 
magnitude of framings effects. An experiment is conducted to examine the effects of a 
Chinese product recall story that carries symbolic devices from the “Incompetent Authority” 
frame. We find that though people who closely followed consumer news elaborated more in-
depth on the product issue, deeper elaboration did not moderate frame’s effects on attitude or 
causal attribution. Implications for framing theory and U.S. media’s presentation of Chinese 
products are discussed. 
Keywords: framing effect, cognitive elaboration, content preferences, product recall


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