Please use this identifier to cite or link to this item:
https://hdl.handle.net/10356/96696
Title: | The effects of gender and gain versus loss frame on processing breast cancer screening messages | Authors: | Kim, Hyo Jung | Issue Date: | 2012 | Source: | Kim, H. J. (2012). The Effects of Gender and Gain Versus Loss Frame on Processing Breast Cancer Screening Messages. Communication Research, 39(3), 385-412. | Series/Report no.: | Communication research | Abstract: | This current study investigated how the gain versus loss framing effect would be moderated by gender of message recipients in the context of breast cancer screening (BCS) intervention that promotes both men and women to recommend regular BCS to their close women. A 2 (male vs. female) x 2 (gain vs. loss) between-subject experiment was conducted using 128 African American participants (mean age = 45.9). The results showed that men and women processed the BCS messages with a different elaboration depth, and also perceived gain- versus loss-framed messages differently. For instance, compared to gain frame loss frame was more effective for women in increasing their message elaboration and supportive thoughts about BCS. In contrast, gain frame was more effective for men in increasing their memory of the BCS messages than loss frame. The findings provided practical implications for health communication practitioners in how to strategically use gain versus loss framing in accordance with their target population. | URI: | https://hdl.handle.net/10356/96696 http://hdl.handle.net/10220/13110 |
DOI: | 10.1177/0093650211427557 | Schools: | Wee Kim Wee School of Communication and Information | Fulltext Permission: | none | Fulltext Availability: | No Fulltext |
Appears in Collections: | WKWSCI Journal Articles |
SCOPUSTM
Citations
20
23
Updated on Mar 12, 2024
Web of ScienceTM
Citations
20
20
Updated on Oct 29, 2023
Page view(s) 20
727
Updated on Mar 19, 2024
Google ScholarTM
Check
Altmetric
Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.