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
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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.