원문정보
초록
영어
This study investigated how the persuasive effects of message framing (gain vs. loss) on behavioral intentions differ across behavior types (prevention vs. detection) and whether these effects are moderated by multitasking. Based on previous research, it was hypothesized that loss frames would be more effective for detection behaviors, while gain frames would be more effective for prevention behaviors. These effects were expected to diminish under multitasking conditions. A laboratory experiment was conducted with 100 Korean adults. Participants in the multitasking condition were instructed to play an online game on a computer while reading a message on another computer. The results revealed no significant main effects of message framing on intentions for either prevention or detection behaviors. However, as hypothesized, the greater effectiveness of loss frames compared to gain frames in promoting detection behaviors was observed under non-multitasking conditions, but this effect disappeared when multitasking was present.
목차
1. Introduction
2. Rationale
1) Message Framing
2) Role of Audience Processing
3) Media multitasking
3. Method
1) Overview
2) Participants
3) Manipulations
4) Materials
5) Procedure
6) Measures
4. Results
1) Randomization Check
2) Manipulation Check
3) Hypothesis Testing
5. Discussion
1) Summary of Results
2) Implications
References
Appendix