Predictors and the role of attitude toward the message and perceived message quality in gain- and loss-frame antidrug persuasion of adolescents.
This study examines predictors and the role of attitude toward the message and perceived message quality in the gain- and loss-framed antidrug persuasion of adolescents. Identification predicted the perceived effectiveness of gain- but not loss-frame ads, whereas perceived realism contributed to the perceived effectiveness of both frame ads. Positive affect predicted the attitude toward the gain-frame ads, whereas negative affect predicted the perceived quality of the loss-frame ads. Attitude toward the message was a stronger predictor of the effectiveness of gain-frame ads, while perceived message quality but not attitude toward the message was correlated with the effectiveness of loss-frame ads. Discussion focuses on implications for formative evaluation of health communication campaign messages.
Department of Communication, Purdue University, USA.
Hyunyi
H
Cho
Jounghwa
J
Choi
D000293:Adolescent; D000329:Advertising; D000339:Affect; D001294:Attitude to Health; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D010565:Persuasive Communication; D000297:Psychology, Adolescent; D040241:Social Marketing; D019966:Substance-Related Disorders / Q000517:prevention & control*