Abstract
An experiment (N = 455) was conducted to examine the persuasive effects of two stylistic elements: gain-loss framing and emotionally evocative imagery. The theoretical model specified that perceived message valence is a direct result of the two elements and that valence subsequently influences emotional and cognitive responses and ultimately behavioral intention. With two positive, attractive message topics (free travel to the Caribbean and free tablet PC), three message conditions varied the coupling of frame and image (matched, mismatched, and no image). Results from structural equation modeling largely indicate that gain framing with matched image led to stronger effects on mediators and persuasion.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 131-145 |
| Number of pages | 15 |
| Journal | Visual Communication Quarterly |
| Volume | 26 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jul 3 2019 |
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All Science Journal Classification (ASJC) codes
- Communication
- Education
Cite this
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A Process Analysis of Message Style and Persuasion : The Effects of Gain-Loss Framing and Emotion-Inducing Imagery. / Seo, Kiwon; Dillard, James Price.
In: Visual Communication Quarterly, Vol. 26, No. 3, 03.07.2019, p. 131-145.Research output: Contribution to journal › Article
TY - JOUR
T1 - A Process Analysis of Message Style and Persuasion
T2 - The Effects of Gain-Loss Framing and Emotion-Inducing Imagery
AU - Seo, Kiwon
AU - Dillard, James Price
PY - 2019/7/3
Y1 - 2019/7/3
N2 - An experiment (N = 455) was conducted to examine the persuasive effects of two stylistic elements: gain-loss framing and emotionally evocative imagery. The theoretical model specified that perceived message valence is a direct result of the two elements and that valence subsequently influences emotional and cognitive responses and ultimately behavioral intention. With two positive, attractive message topics (free travel to the Caribbean and free tablet PC), three message conditions varied the coupling of frame and image (matched, mismatched, and no image). Results from structural equation modeling largely indicate that gain framing with matched image led to stronger effects on mediators and persuasion.
AB - An experiment (N = 455) was conducted to examine the persuasive effects of two stylistic elements: gain-loss framing and emotionally evocative imagery. The theoretical model specified that perceived message valence is a direct result of the two elements and that valence subsequently influences emotional and cognitive responses and ultimately behavioral intention. With two positive, attractive message topics (free travel to the Caribbean and free tablet PC), three message conditions varied the coupling of frame and image (matched, mismatched, and no image). Results from structural equation modeling largely indicate that gain framing with matched image led to stronger effects on mediators and persuasion.
UR - http://www.scopus.com/inward/record.url?scp=85073050689&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85073050689&partnerID=8YFLogxK
U2 - 10.1080/15551393.2019.1638785
DO - 10.1080/15551393.2019.1638785
M3 - Article
AN - SCOPUS:85073050689
VL - 26
SP - 131
EP - 145
JO - Visual Communication Quarterly
JF - Visual Communication Quarterly
SN - 1555-1393
IS - 3
ER -