The Effects of Message Framing and Visual Image on Persuasion

被引：60

作者：

Seo, Kiwon ^{[1
]}

Dillard, James Price ^{[1
]}

Shen, Fuyuan ^{[2
]}

机构：

[1] Penn State Univ, Dept Commun Arts & Sci, 316 Sparks Bldg, University Pk, PA 16802 USA

[2] Penn State Univ, Coll Commun, University Pk, PA 16802 USA

来源：

COMMUNICATION QUARTERLY | 2013年 / 61卷 / 05期

关键词：

Cognition; Emotion; Flossing; Framing; Gain-Loss; Image; Persuasion; Sunscreen;

D O I：

10.1080/01463373.2013.822403

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

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 x 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.

引用

页码：564 / 583

页数：20

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