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The influence of fear appeal on persuasion effects for skin cancer public service announcements (PSAs) according to fear message framing and fear type
Unformatted Document Text:  SKIN CANCER PUBLIC SERVICE ANNOUNCEMENTS (PSAs) appeals health risk (M= 4.4125, SD= 1.240) than social risk (M= 3.6882, SD= 1.637). However, there was no significant main effect of the message framing and no significant interaction on people’s attitude toward advertising between message framing and fear type. The results of Research question 1(b). RQ1 (b) examined whether there is a main effect of fear message framing and fear type, or whether there are interactive effects between fear message framing and fear type in terms of attitude toward using tanning beds and sunbathing. Only the interaction effect between message framing and fear type turned out to be statistically significant, F (1, 128) =3.708, p= .05, while the main effects of the message framing and fear type on attitude toward using tanning beds and sunbathing were not statistically significant (See Table 3). As shown in Figure 1,this interaction effect indicated that the people’s attitude toward using tanning beds and sunbathing was more likely to be favorable after exposure to an advertisement with negative message framing and social risk (M=3.3471, SD=1.1177) or to an advertisement with positive message framing and health risk (M= 3.2706, SD=1.1795), while such attitudes were less favorable after exposure to an advertisement with negative message framing and health risk (M=2.90, SD=1.2723) and an advertisement with positive message framing and social risk (M=2.9353, SD=1.0974). Thus, using either an advertisement with negative message framing and health risk or an advertisement with positive message framing and social risk is an effective strategy to influence people toward feeling less favorable, worthless and unacceptable toward using tanning beds and sunbathing as one way to encourage people not to use tanning beds and sunbathing, ultimately to reduce the incidents of skin cancer.

Authors: Kang, Hannah.
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SKIN CANCER PUBLIC SERVICE ANNOUNCEMENTS (PSAs)
appeals health risk (M= 4.4125, SD= 1.240) than social risk (M= 3.6882, SD= 1.637). However, 
there was no significant main effect of the message framing and no significant interaction on 
people’s attitude toward advertising between message framing and fear type.  
The results of Research question 1(b). RQ1 (b) examined whether there is a main effect 
of fear message framing and fear type, or whether there are interactive effects between fear 
message framing and fear type in terms of attitude toward using tanning beds and sunbathing. 
Only the interaction effect between message framing and fear type turned out to be statistically 
significant, F (1, 128) =3.708, p= .05, while the main effects of the message framing and fear 
type on attitude toward using tanning beds and sunbathing were not statistically significant (See 
Table 3).
As shown in Figure 1,this interaction effect indicated that the people’s attitude toward 
using   tanning   beds   and   sunbathing   was   more   likely   to   be   favorable   after   exposure   to   an 
advertisement with negative message framing and social risk (M=3.3471, SD=1.1177) or to an 
advertisement with positive message framing and health risk (M= 3.2706, SD=1.1795), while 
such attitudes were less favorable after exposure to an advertisement with negative message 
framing   and   health   risk   (M=2.90,   SD=1.2723)   and   an   advertisement   with   positive   message 
framing   and   social   risk   (M=2.9353,   SD=1.0974).   Thus,   using   either   an   advertisement   with 
negative message framing and health risk or an advertisement with positive message framing and 
social risk is an effective strategy to influence people toward feeling less favorable, worthless 
and unacceptable toward using tanning beds and sunbathing as one way to encourage people not 
to use tanning beds and sunbathing, ultimately to reduce the incidents of skin cancer.  


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