title: Just Add a Verse from the Quran: Effects of Religious Rhetoric in Gain- and Loss-Framed Anti-Alcohol Messages with a Palestinian Sample.
abstract: This experiment investigated the effects of message framing (gain vs. loss) and religious rhetoric (religious vs. non-religious) on the expression of anti-alcohol civic intentions with a sample (N = 80) of Palestinian young adults. Results showed that the main effects of message framing (gain > loss) and religious rhetoric (non-religious > religious) on anti-alcohol civic intentions were significant. Furthermore, the study showed that viral behavioral intentions were strongly and significantly associated with expressing anti-alcohol civic intentions, with larger explanatory power for gain-framed PSAs that used a religious rhetoric. Additionally, a serial mediation model showed that the effect of religious rhetoric on anti-alcohol civic intentions was successfully mediated by the serial combination of attitudes toward the PSA and viral behavioral intention for gain-framed PSAs, but not for loss-framed PSAs. Findings are discussed within the framework of persuasion models.
authors.affiliation: Department of Advertising + Public Relations, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, Rm. 313, East Lansing, MI, 48824-1212, USA. sa@msu.edu.|Department of Media and Information, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, Rm. 313, East Lansing, MI, 48824-1212, USA. sa@msu.edu.
authors.forename: Saleem
authors.initials: S
authors.lastname: Alhabash
authors.affiliation: Department of Advertising + Public Relations, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, Rm. 309, East Lansing, MI, 48824-1212, USA.
authors.forename: Nasser
authors.initials: N
authors.lastname: Almutairi
authors.affiliation: Department of Media, Birzeit University, Birzeit, Palestine.
authors.forename: Mohammad Abu
authors.initials: MA
authors.lastname: Rub
mesh_terms: D000293:Adolescent; D000428:Alcohol Drinking / Q000517:prevention & control*; D000067292:Alcohol Drinking in College; D018912:Arabs / Q000523:psychology* / Q000706:statistics & numerical data; D005260:Female; D058015:Health Communication / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D007514:Islam / Q000523:psychology*; D008297:Male; D013334:Students / Q000706:statistics & numerical data; D014495:Universities
keywords: Alcohol; Facebook; Gain and loss frames; Prospect theory; Religious rhetoric