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.
Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis
Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]
Bartosz WojdynskiCamila EspinaKate KeibJennifer MalsonHyejin BangYen-I Lee