The role of personal relevance and mood on the persuasive impact of gain and loss frames in advertising messages about a vaccine against alcohol addiction

Thumbnail Image
Ghuge, Shreyas
Major Professor
Sela Sar
Committee Member
Journal Title
Journal ISSN
Volume Title
Research Projects
Organizational Units
Organizational Unit
Greenlee School of Journalism and Communication
The Greenlee School of Journalism and Communication offers two majors: Advertising (instructing students in applied communication for work in business or industry), and Journalism and Mass Communication (instructing students in various aspects of news and information organizing, writing, editing, and presentation on various topics and in various platforms). The Department of Agricultural Journalism was formed in 1905 in the Division of Agriculture. In 1925 its name was changed to the Department of Technical Journalism. In 1969 its name changed to the Department of Journalism and Mass Communications; from 1969 to 1989 the department was directed by all four colleges, and in 1989 was placed under the direction of the College of Sciences and Humanities (later College of Liberal Arts and Sciences). In 1998 its name was changed to the Greenlee School of Journalism and Communication.
Journal Issue
Is Version Of
Greenlee School of Journalism and Communication

Many recent theories applied in advertising studies have made some key predictions regarding the intensity and direction of one's involvement after exposure to an advertised message. Most lament that the often conflicting conceptual definitions and measures of involvement make it quite difficult for advertising researchers to examine this construct.

The study seeks to contribute to the understanding of the effects of message framing based on the extent to which audiences find health communication messages to be personally relevant. The study does not argue that framing may have other effects. For example, when comparing uncertain and cautious choices, it seems reasonable to suggest that message framing can affect the relative attractiveness of these alternatives, as suggested by prospect theory. The study expects to demonstrate that the persuasiveness of a message frame is dependent on people's mood and mitigated by the extent to which the message is perceived to be personally relevant.

In summary, this study intends to contribute toward clarifying the relationship between and among mood states, the relevance of the issue to the individual, and message frames so as to deploy more persuasive health-related messages and to more effectively communicate health risks.

Fri Jan 01 00:00:00 UTC 2010