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Effectiveness of Gain- and Loss-framed Anti-binge Drinking PSAs for College Students
Seoyeon Kim,Hyejin Kim,Joonghwa Lee 한국언론학회 2014 Asian Communication Research Vol.11 No.1,2
This study investigated the effectiveness of message framing in anti-binge drinking Public Service Announcements (PSAs ) targeting college students. Explicit attitudes toward PSAs and implicit attitudes toward drinking behavior were examined with a 2 (gain/loss) × 4 (message repetition) mixed model repeated measures design. Results demonstrated that participants had more positive explicit attitudes toward gain-framed PSAs than loss-framed PSAs. Additionally, results from implicit measures revealed that participants in the loss framing condition maintained more favorable attitudes toward drinking behavior. The findings contribute to advancing research on message framing and providing practical recommendations for creating effective public health campaign strategies.