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Advances in Medicine and Biology. Volume 124
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01.Evidence Presentations in Risk Communication From a Selective Exposure Perspective pp. 33-44
02.Improving the Effectiveness of Mass-Mediated Health Campaigns: Overcoming Barriers to Risk Communication pp. 9-16
03.Influence of Incidental Affect and Message Framing on Persuasion: The Case of Promoting Sun Protection Behaviors pp. 111-121
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Influence of Incidental Affect and Message Framing on Persuasion: The Case of Promoting Sun Protection Behaviors pp. 111-121 $45.00
Authors:  (Xiaoli Nan)
Abstract:
This research examines the interplay of incidental affect (positive vs. negative) and message framing (loss vs. gain) on individuals‘ beliefs and behavioral intentions related to sun protection behaviors. Existing theoretical frameworks concerning the influence of incidental affect on persuasion and information processing are reviewed (e.g., mood interference models, mood mainteinance/repair models, hedonic contingency model, extended hedonic contingency model, mood congruence model). A pretest and an experiment were conducted to answer the research questions. The pretest demonstrates the success of the self-reflective writing task as an emotion induction method. In the main experiment, happy or sad participants were presented with either gain-framed or loss-framed sun protection messages. Results indicate that incidental affect and message framing interact to influence perceived susceptibility to health risks resulting from sun exposure and perceived response efficacy. In particular, for happy participants, the loss-framed message led to greater perceived susceptibility and response efficacy than the gain-framed message. For sad participants, the gain- and loss-framed messages did not make a difference in perceived susceptibility or response efficacy. Incidental affect and message framing appear to have no independent or interactive effects on intentions to adopt sun protection behaviors. It is shown, however, that message framing has an indirect effect on behavioral intention through perceived susceptibility to health risk for people in a positive affective state. Theoretical and practical implications of the findings are discussed.
Keywords: Message framing, 


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Influence of Incidental Affect and Message Framing on Persuasion: The Case of Promoting Sun Protection Behaviors pp. 111-121