금연 메시지의 전달에서 프레이밍, 이미지 극성, 주제 관여도의 상호작용에 관한 연구

초록

This study explored how the interactions of gain/loss framing, image valence, and issue involvement influence on attitudes and behavioral intentions responding to an antismoking message. Experiments were conducted with 173 college smokers and designed with framing (gain/loss) × image valence (positive/negative) × issue involvement (high/low) factorial. It was found a matching effect of framing and image valence. The matching of gain framing and positive image or loss framing and negative image was more effective than the mismating of framing and image valence. The matching effect of framing and image valence was moderated by issue involvement. The overall results suggest that it is necessary to consider impacts of image and the audience's characteristics when investigating the effects of framing for anti-smoking messages.

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