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Keywords = message framing, theory of planned behaviour

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17 pages, 2651 KB  
Article
Framing Slogans for Responsible Gambling Campaigns: A Tale of Two Models
by Lily Lim and Vincent Xian Wang
Healthcare 2023, 11(20), 2754; https://doi.org/10.3390/healthcare11202754 - 18 Oct 2023
Viewed by 7897
Abstract
This study investigates the persuasive mechanism of slogans employed in responsible gambling campaigns. We analyse slogans from official posters in the U.S., Singapore, and Macau, focusing on two domains. First, the Theory of Planned Behaviour is applied to examine the intention to gamble [...] Read more.
This study investigates the persuasive mechanism of slogans employed in responsible gambling campaigns. We analyse slogans from official posters in the U.S., Singapore, and Macau, focusing on two domains. First, the Theory of Planned Behaviour is applied to examine the intention to gamble expressed in the slogans to reveal how gambling is positioned in social contexts. Second, two framing devices—i.e., conceptual metaphors and the frame of gains/losses—are examined to understand how these framing devices reinforce the persuasive message while interacting with each other. Two models of persuasion emerge from our data—one encouraged ‘grounded games’ for enjoyment, while the other discouraged gambling due to its potentially ‘harmful’ consequences. We advocate for a gestalt view on the theoretical constructs that contribute to the overall effectiveness of persuasive messaging. These constructs should be integrated into an analytical framework, with particular attention given to the framing effect of conceptual metaphors and the gain/loss frame, and their interplay. Full article
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14 pages, 364 KB  
Article
Countering Vaccine Hesitancy among Pregnant Women in England: The Case of Boostrix-IPV
by Mairead Ryan, Laura A V Marlow and Alice Forster
Int. J. Environ. Res. Public Health 2020, 17(14), 4984; https://doi.org/10.3390/ijerph17144984 - 10 Jul 2020
Cited by 20 | Viewed by 3928
Abstract
This study explored the effects of message framing on vaccine hesitancy for the antenatal whooping cough vaccine. The study also assessed whether the Theory of Planned Behaviour (TPB) constructs had any explanatory utility for vaccine intentions and behaviours in pregnant women. A between-subjects, [...] Read more.
This study explored the effects of message framing on vaccine hesitancy for the antenatal whooping cough vaccine. The study also assessed whether the Theory of Planned Behaviour (TPB) constructs had any explanatory utility for vaccine intentions and behaviours in pregnant women. A between-subjects, cross-sectional design was employed. Participants (n = 282) were women who were pregnant (mean = 28 weeks, SD = 7.0), living in England and between 18 and 44 years of age. A self-report web-based survey was used to collect data. Participants were randomly assigned to read either (i) disease risk, (ii) myth busting, or (iii) control information before answering questions based on the TPB. No significant effects of message framing were found. Attitudes (Beta = 0.699; p < 0.001) and subjective norms (Beta = 0.262, p < 0.001) significantly predicted intention to vaccinate but perceived behavioural control did not. The TPB constructs accounted for 86% and 36% of the variance in vaccine intention and vaccine history respectively. Disease risk information did not influence vaccine acceptability in this sample of English pregnant women. The study offered preliminary evidence that interventions targeting constructs from the TPB may promote vaccine acceptability among pregnant women. Full article
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