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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) sunbathing, and behavioral intention as the dependent variable. The experiment was designed by a 2 (message framing: positive message/negative message) X 2 (fear type: health risk/ social risk) factorial design between-subjects experimental design. Results indicated that the main effect of fear type was found on the attitude toward advertising. Moreover, there was significant interaction between fear message framing and fear type not only on the attitude toward using tanning beds or sunbathing, but also on behavioral intention. Implications and limitations of the findings were discussed. The American Cancer Society reports that skin cancer amounts to nearly 50% of all cancers in the United States. That number has increased 3% every year since 1995 and more than 1 million cases of skin cancer are diagnosed annually (American Cancer Society, 2009). One of the most important risk factors to develop skin cancer is Ultraviolet (UV) radiation exposure, which occurs through one of two routes: sunbathing or tanning bed use (See Elwood, Gallagher, Davisson, & Hill, 1985; Koh & Geller, 1995; Ries, Harkins, Krapcho et al., 2007). Given that both are more prevalent and popular in the United States, effective persuasion strategies in skin

Authors: Kang, Hannah.
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SKIN CANCER PUBLIC SERVICE ANNOUNCEMENTS (PSAs)
sunbathing, and behavioral intention as the dependent variable. The experiment was designed by 
a 2 (message framing: positive message/negative message) X 2 (fear type: health risk/ social 
risk)   factorial   design   between-subjects   experimental   design.   Results   indicated   that   the   main 
effect of fear type was found on the attitude toward advertising. Moreover, there was significant 
interaction between fear message framing and fear type not only on the attitude toward using 
tanning beds or sunbathing, but also on behavioral intention. Implications and limitations of the 
findings were discussed.
The American Cancer Society reports that skin cancer amounts to nearly 50% of all 
cancers in the United States. That number has increased 3% every year since 1995 and more than 
1 million cases of skin cancer are diagnosed annually (American Cancer Society, 2009). One of 
the most important risk factors to develop skin cancer is Ultraviolet (UV) radiation exposure, 
which occurs through one of two routes: sunbathing or tanning bed use (See Elwood, Gallagher, 
Davisson, & Hill, 1985; Koh & Geller, 1995; Ries, Harkins, Krapcho et al., 2007). Given that 
both are more prevalent and popular in the United States, effective persuasion strategies in skin 


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