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faculty: "FMG" and publication year: "2012"
| Author | Derrick Borgmann | | Title | Persuasive and resistive effects of gain and loss message framing : communicating the health and environmental consequences of bicycle use |
| Supervisor | Peeter Verlegh |
| Year | 2012 |
| Pages | 43 |
| Faculty | Faculty of Social and Behavioural Sciences |
| Institute/dept. | FMG: Afdeling Communicatiewetenschap |
| Abstract | This is an experimental survey conducted online to research the persuasive and resistive
effects of framed messages. The applications of prospect and framing theory were tested in the domain
of health and pro-environmental behavior determinants identified by the theory of planned behavior,
as well as perceived threat to choice and affective reactance. The participant sample (N = 142)
included those living in the United States in order to examine how Americans respond to information
and persuasive messages about the consequences of bicycle use. Results indicated an advantage for
gain-framed messages in assessment of perceived persuasiveness and perceived behavioral control.
Loss-framed messages were shown to induce more resistance in assessing perceived threat to choice
and affective reactance. Outcome certainty of behavioral benefits resulting from bicycle use was
shown to positively correlate with higher levels of behavioral determinants assessed in attitudes,
subjective norms, perceived behavioral control, and behavioral intentions. Outcome certainty of
behavioral benefits resulting from bicycle use was also shown to negatively correlate with resistance
to persuasion. |
| Document type | scriptie master |
| Download paper | |
Use this url to link to this page: http://dare.uva.nl/en/scriptie/421956
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