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J Health Commun. 2013;18(4):442-58. doi: 10.1080/10810730.2012.743621. Epub 2013 Jan 4.

Effects of message framing in anti-binge drinking PSAs: the moderating role of counterfactual thinking.

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1
Department of Communication Studies, Indiana University-Southeast, New Albany, IN 47150, USA. tbaek@ius.edu

Abstract

This experiment examined the interaction effects of message framing and counterfactual thinking on attitudes toward binge drinking and behavioral intentions. Data from a 2 (message framing: gain vs. loss) × 2 (counterfactual thinking priming: additive vs. subtractive) between-subjects factorial design showed that a gain-framed message resulted in lower binge drinking intentions than did a loss-framed message after subjects engaged in additive counterfactual thinking. The effects of a loss-framed message on binge drinking intentions occurred when subtractive counterfactual thinking was induced. Theoretical and practical implications for anti-binge drinking public service announcements are discussed.

PMID:
23289373
DOI:
10.1080/10810730.2012.743621
[Indexed for MEDLINE]
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