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
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.

Full Text Links

Find Full Text Links for this Article


You are not logged in. Sign Up or Log In to join the discussion.

Related Papers

Remove bar
Read by QxMD icon Read

Save your favorite articles in one place with a free QxMD account.


Search Tips

Use Boolean operators: AND/OR

diabetic AND foot
diabetes OR diabetic

Exclude a word using the 'minus' sign

Virchow -triad

Use Parentheses

water AND (cup OR glass)

Add an asterisk (*) at end of a word to include word stems

Neuro* will search for Neurology, Neuroscientist, Neurological, and so on

Use quotes to search for an exact phrase

"primary prevention of cancer"
(heart or cardiac or cardio*) AND arrest -"American Heart Association"