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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) while, there are no significant difference between health- based and appearance-based message intervention among younger student groups. However, Mahler et al. (2005) study showed that the effects of appearance-based interventions are significantly stronger for sun protection intentions and greater sun protection behaviors relative to controls. Research Questions RQ1: Are there differences in persuasion impacts (attitude toward advertising, attitude toward using tanning beds and sunbathing, and behavioral intention) on advertisements according to fear message framing and fear type? RQ1 (a): Are there differences in attitude toward advertising according to fear message framing and fear type? RQ1 (b): Are there differences in attitudes toward using tanning beds and sunbathing according to fear message framing and fear type? RQ1 (c): Are there differences in behavioral intention according to fear message framing and fear type? Methods Experimental design In order to examine this study, 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. Participants were 132 undergraduates, who were randomly assigned to one of four experimental condition groups.

Authors: Kang, Hannah.
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SKIN CANCER PUBLIC SERVICE ANNOUNCEMENTS (PSAs)
while, there are no significant difference between health- based and appearance-based message 
intervention among younger student groups. However, Mahler et al. (2005) study showed that 
the   effects   of   appearance-based   interventions   are  significantly   stronger
 
for   sun   protection 
intentions and greater sun protection
 
behaviors relative to controls. 
Research Questions
RQ1: Are there differences in persuasion impacts (attitude toward advertising, attitude 
toward   using   tanning   beds   and   sunbathing,   and   behavioral   intention)   on   advertisements 
according to fear message framing and fear type?
RQ1 (a): Are there differences in attitude toward advertising according to fear message 
framing and fear type?
RQ1 (b): Are there differences in attitudes toward using tanning beds and sunbathing 
according to fear message framing and fear type?
RQ1 (c): Are there differences in behavioral intention according to fear message framing 
and fear type?
Methods
Experimental design
In order to examine this study, 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.   Participants   were   132   undergraduates,   who   were 
randomly assigned to one of four experimental condition groups.


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