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Goal orientation, feature positive e...

Zhao, Guangzhi.

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Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths./
作者:	Zhao, Guangzhi.
面頁冊數:	70 p.
附註:	Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.
Contained By:	Dissertation Abstracts International66-03A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3167935
ISBN:	0542040158

Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths.
Zhao, Guangzhi.

Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths. - 70 p.

Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.

Thesis (Ph.D.)--University of California, Irvine, 2005.

This dissertation proposed a refined typology of message frames. Specifically, message frames were distinguished along the dimension of outcome type (benefit vs. cost) in addition to the dimension of outcome valence (positive vs. negative) and studied the role of the Feature Positive Effect and motivation orientation (i.e., regulatory focus) on the relative persuasiveness of four message frames, namely, (1) a benefit-positive frame, which emphasizes the attainment of benefits because of complying with the message advocacy; (2) a benefit-negative frame, which emphasizes forgoing benefits because of failing to comply with the message advocacy; (3) a cost-positive frame, which emphasizes the avoidance of costs because of complying with the message advocacy; and (4) a cost-negative frame, which emphasizes the incurrence of costs because of failing to comply with the message advocacy.

ISBN: 0542040158Subjects--Topical Terms:

1017395
Mass Communications.

Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths.
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245 1 0 $a Goal orientation, feature positive effect, and message framing: The persuasiveness of antismoking TV ads targeted at youths.
300 $a 70 p.
500 $a Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.
500 $a Chair: Cornelia Pechmann.
502 $a Thesis (Ph.D.)--University of California, Irvine, 2005.
520 $a This dissertation proposed a refined typology of message frames. Specifically, message frames were distinguished along the dimension of outcome type (benefit vs. cost) in addition to the dimension of outcome valence (positive vs. negative) and studied the role of the Feature Positive Effect and motivation orientation (i.e., regulatory focus) on the relative persuasiveness of four message frames, namely, (1) a benefit-positive frame, which emphasizes the attainment of benefits because of complying with the message advocacy; (2) a benefit-negative frame, which emphasizes forgoing benefits because of failing to comply with the message advocacy; (3) a cost-positive frame, which emphasizes the avoidance of costs because of complying with the message advocacy; and (4) a cost-negative frame, which emphasizes the incurrence of costs because of failing to comply with the message advocacy.
520 $a A key difference among the four message frames is that both a benefit-positive frame and a cost-negative frame describe the presence of behavior outcomes whereas both a benefit-negative frame and a cost-positive frame describe the absence of behavior outcomes. Based on Feature Positive Effect, I predicted that message frames emphasizing the presence of behavior outcomes would be more persuasive than those emphasizing the absence of behavior outcomes.
520 $a The hypotheses were tested in the context of antismoking TV ads targeted at youths. Since the 1980s, there has been a dramatic increase in funds available to states of the U.S. for tobacco control. The new opportunities these funds represent give rise to important questions for state program administrators. Among others, a fundamental question facing the state tobacco control program administrators is what is the most effective way to present or frame the issue of smoking to youths. There has been a dearth of research on the framing of antismoking advertising messages. Practitioners working on antismoking advertising generally do not seem to be aware of the persuasion differences that might be caused by different message frames. Little is known how youths react and respond to different antismoking message frames. Very few guidelines are available for practitioners as to the best approaches to take with advertising. The increasing number of antismoking ads on the airwaves and the different message frames being used warrant a systematic examination of the framing of antismoking messages to provide guidelines for developing more effective antismoking ads. (Abstract shortened by UMI.)
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