title: Message framing and color combination in the perception of medical information.
abstract: A 2 x 2 between-subjects design was used to examine the effects of message framing (gain vs loss) and color combination (red background with white characters vs white background with black characters) on 120 university students' perception of materials promoting the H1N1 flu vaccine and their willingness to receive the vaccine after they had read the materials. Each participant completed a 6-item questionnaire, and the results of an analysis of variance showed that participants rated vaccine information presented through loss-framed messages as having greater interest and leading to greater understanding. Loss-framed messages presented on a white background with black characters significantly increased the willingness of the participants to receive the vaccine.
authors.affiliation: Department of Technology Application and Human Resource Development, National Taiwan Normal University. roland.chien@ntnu.edu.tw
authors.forename: Yu-Hung
authors.initials: YH
authors.lastname: Chien
mesh_terms: D003118:Color Perception; D003142:Communication; D054626:Consumer Health Information; D003299:Cooperative Behavior; D005260:Female; D006293:Health Promotion; D006801:Humans; D053118:Influenza A Virus, H1N1 Subtype; D007252:Influenza Vaccines / Q000008:administration & dosage*; D008297:Male; D009042:Motivation; D011932:Reading; D012660:Semantics; D013333:Student Health Services; D055815:Young Adult
chemical_list: D007252:Influenza Vaccines