title: Effects of gain- and loss-framed messages on the sun safety behavior of adolescents: the moderating role of risk perceptions.
abstract: This study examined how message framing effects can be moderated by two types of risk: (a) perceived effectiveness in preventing a risk and (b) perceived susceptibility to the risk. The results indicate that the perceived effectiveness moderated framing effects on the intention to use sunscreen such that a loss-framed message was more effective when perceived effectiveness was low, whereas a gain-framed message was more effective when perceived effectiveness was high. In addition, perceived susceptibility to skin cancer moderated framing effects on the intention to use sunscreen and the intention to wear long pants such that a loss-framed message was more effective when perceived susceptibility was high.
authors.affiliation: Department of Digital Media, Myongji University, 50-3 Namgajwadong, Seodaemungu,120-728 Seoul, Korea. yhwang@mju.ac.kr
authors.forename: Yoori
authors.initials: Y
authors.lastname: Hwang
authors.forename: Hyunyi
authors.initials: H
authors.lastname: Cho
authors.forename: Laura
authors.initials: L
authors.lastname: Sands
authors.forename: Se-Hoon
authors.initials: SH
authors.lastname: Jeong
mesh_terms: D000293:Adolescent; D001294:Attitude to Health; D002648:Child; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007802:Language; D008297:Male; D012307:Risk Factors; D012449:Safety; D013471:Sunburn / Q000517:prevention & control / Q000523:psychology; D013472:Sunlight / Q000009:adverse effects*