Predictors and the role of attitude toward the message and perceived message quality in gain- and loss-frame antidrug persuasion of adolescents.
Health Commun
; 25(4): 303-11, 2010 Jun.
Article
em En
| MEDLINE
| ID: mdl-20512712
ABSTRACT
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.
Texto completo:
1
Bases de dados:
MEDLINE
Assunto principal:
Comunicação Persuasiva
/
Psicologia do Adolescente
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Publicidade
/
Transtornos Relacionados ao Uso de Substâncias
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Promoção da Saúde
Tipo de estudo:
Prognostic_studies
/
Risk_factors_studies
Limite:
Adolescent
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Female
/
Humans
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Male
Idioma:
En
Revista:
Health Commun
Assunto da revista:
PESQUISA EM SERVICOS DE SAUDE
/
SERVICOS DE SAUDE
Ano de publicação:
2010
Tipo de documento:
Article
País de afiliação:
Estados Unidos