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JOURNAL ARTICLE

Predictors and the role of attitude toward the message and perceived message quality in gain- and loss-frame antidrug persuasion of adolescents

Hyunyi Cho, Jounghwa Choi
Health Communication 2010, 25 (4): 303-11
20512712
This study examines predictors and the role of attitude toward the message and perceived message quality in the gain- and loss-framed antidrug persuasion of adolescents. Identification predicted the perceived effectiveness of gain- but not loss-frame ads, whereas perceived realism contributed to the perceived effectiveness of both frame ads. Positive affect predicted the attitude toward the gain-frame ads, whereas negative affect predicted the perceived quality of the loss-frame ads. Attitude toward the message was a stronger predictor of the effectiveness of gain-frame ads, while perceived message quality but not attitude toward the message was correlated with the effectiveness of loss-frame ads. Discussion focuses on implications for formative evaluation of health communication campaign messages.

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