The Effects of Message Framing and Visual Image on Persuasion

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

This study examined the joint effects of message framing (gain vs. loss) and visual image (image vs. no image) on persuasion as it related to the use of dental floss and the use of sunscreen (N = 252). For both topics, the results revealed a Frame × Image interaction effect on fear. The interaction was such that the presence (vs. absence) of an image produced more fear in the loss-framed conditions. The corresponding results for gain-framed messages were inconsistent. Covariance analyses showed that fear mediated the effect of the interaction on persuasion, whereas dominant cognitive response did not. [Supplementary materials are available for this article. Go to the publisher's online edition of Communication Quarterly for the following free supplemental resources: sunscreen and flossing messages of gain-visual and loss-visual.].

Original languageEnglish (US)
Pages (from-to)564-583
Number of pages20
JournalCommunication Quarterly
Volume61
Issue number5
DOIs
StatePublished - Nov 1 2013

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persuasion
Sun hoods
anxiety
interaction
edition
Communication
communication
resources

All Science Journal Classification (ASJC) codes

  • Communication

Cite this

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The Effects of Message Framing and Visual Image on Persuasion. / Seo, Kiwon; Dillard, James; Shen, Fuyuan.

In: Communication Quarterly, Vol. 61, No. 5, 01.11.2013, p. 564-583.

Research output: Contribution to journalArticle

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