Interactive source and message effects in persuasion.
In this study, the influence of source and message frame on judgments of a public service announcement was examined. The participants in the experiment were 408 undergraduate students (126 men, 280 women, 2 unknown; M age=20.0, SD=2.5, range=18-23) of a Midwestern U.S. university. Message frame and source were manipulated in a between-subjects design. Two levels of the message frame were benefits of physical activity and costs of not engaging in regular physical activity; the source was a healthy or unhealthy individual. In the Healthy-source condition, "Kim Jones" set realistic goals for exercise and had a healthy lifestyle. Conversely, she was described as a sedentary individual who led an unhealthy lifestyle in the Sick-source condition. Results indicated that respondents in the conditions of gain frame-healthy source and cost frame-unhealthy source had more positive message judgment as compared to respondents in the conditions of gain frame-unhealthy source and cost frame-healthy source.
Siu
Wanda
W
School of Journalism and Communication, The Chinese University of Hong Kong, Hong Kong. siuwanda@hotmail.com
D000293:Adolescent; D015444:Exercise / Q000523:psychology*; D005260:Female; D006040:Goals; D006266:Health Education; D006801:Humans; D007600:Judgment; D008019:Life Style; D008297:Male; D009042:Motivation; D009043:Motor Activity; D010565:Persuasive Communication; D012054:Reinforcement, Psychology; D057185:Sedentary Behavior; D013334:Students / Q000523:psychology; D055815:Young Adult