The effect of message frame in anti-smoking public service announcements on cognitive response and attitude toward smoking

Research output: Contribution to journalArticle

17 Scopus citations

Abstract

This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals' cognition and attitude toward smoking. Individuals in a sample of 315 participants were randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) secondhand smoke, and (c) industry manipulation. Each participant viewed four PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be conditional on message frame. Individuals' cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on secondhand smoke. The three frames also led to different patterns of affective responses that can be a basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.

Original languageEnglish (US)
Pages (from-to)11-21
Number of pages11
JournalHealth Communication
Volume25
Issue number1
DOIs
StatePublished - Jan 1 2010

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication

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