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Title: Combining two outcome frames to promote support for obesity-related policies
Authors: Kim, Hye Kyung
Lee, Tae Kyoung
Keywords: Social sciences::Communication
Issue Date: 2018
Source: Kim, H. K., & Lee, T. K. (2018). Combining two outcome frames to promote support for obesity-related policies. Journal of Health Communication, 23(8), 751-760. doi:10.1080/10810730.2018.1523261
Journal: Journal of Health Communication
Abstract: Guided by construal level theory (CLT), this study investigates the interplay between two framing approaches that address outcomes of obesity-related policies. A randomized experiment (N = 299) was conducted with a 2 (gain- vs. loss-frame) X 2 (societal- vs. individual-frame) between-participants design. Consistent with CLT, frame combinations with consistent construal levels were more persuasive. Compared to a societal-loss frame, a societal-gain frame was perceived as a stronger argument, which in turn increased policy support. Participants were also more likely to engage in healthier diets and physical activity when messages highlighted societal-gain rather than societal-loss. This study offers important insights for combining multiple framing approaches in a persuasive message to improve policy support as well as individual health decisions.
ISSN: 1087-0730
DOI: 10.1080/10810730.2018.1523261
Rights: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Health Communication on 5 Oct 2018, available online:
Fulltext Permission: embargo_20200412
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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