Lee, Yen-I. (Grady doctoral student), Jin, Yan., & Nowak, Glen. (2016, August). Inseparable Duos: The Effects of Message Framing and Presentation on College Students’ Responses to Flu Vaccine Public Service Advertisements. Presented to Advertising Division at AEJMC national conference in Minneapolis, MN.
Abstract: This study examined the effects of message framing and presentation in flu vaccine public service advertisements (PSAs) using a 2 (gain vs. loss) x 2 (image-based vs. text only presentation) between-subject experiment with a sample of U.S. college students (N = 122). The findings indicated that flu vaccine PSAs that utilized a gain-framed image-based message or a loss-framed text-only message elicited greater confidence in flu vaccine, positive affect toward advertisement, and positive attitude toward flu vaccine. In contrast, a loss-framed image-based message and a gain-framed text-only message triggered negative attitudes toward flu vaccine.
Mask-wearing as an Unspoken Statement of One’s Identity during the COVID-19 Pandemic
Abstract: Interpreting a facemask as an unspoken statement of one’s identity during the COVID-19 pandemic based on product symbolism theory, the present study examines the relationships among one’s trust in […]
Proposal Title: “Improving Infectious Disease Models with Longitudinal Surveys of Health Decision Making Preferences and Influences.”
Abstract: The objective of this project is to create more reliable infectious disease models that are informed by social science regarding health-related preferences, perceptions and intentions/behaviors. This project will design […]