Utilizing Gain/Loss and Target-Benefit Framing to Assess the Attitude and Behavioral Intention

• In Event: Framing Effects in Health Communication

Abstract

In the context of health message framing derived from prospect theory, the current study utilized the two frames (gain and loss) and three benefit-targets (self, loved ones, and others framing) to assess the effectiveness of the health messages regarding a hypothetical virus (Yagi). An online 2 × 3 between-subject factorial designed experiment was conducted to test the main and interaction effects of the message on participants’ attitude and behavioral intentions. Results and their implications in health campaigns were discussed.

Authors

• Rashmi Thapaliya, U of Oklahoma

• FuWei Sun, University of Oklahoma