Inseparable Duos
Inseparable Duos
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.
Related Research
-
Humor in Risk Communication: Theory & ApplicationsHye Jin Yoon, “Humor in Risk Communication: Theory & Applications,” invited talk at the Georgia Resiliency Conference, Jekyll Island, GA, October 21, 2025.
-
Understanding Influenza Vaccination Attitudes and Behaviors: An Assessment of Health Decision-making PreferencesK-A. M. Anderson, Glen J. Nowak, Michael A. Cacciatore, P. Rohani, and J.M. Drake (accepted for publication), “Understanding Influenza Vaccination Attitudes and Behaviors: An Assessment of Health Decision-making Preferences,” Vaccine. […]