Earticle

초록

영어

This study investigated how the persuasive effects of message framing (gain vs. loss) on behavioral intentions differ across behavior types (prevention vs. detection) and whether these effects are moderated by multitasking. Based on previous research, it was hypothesized that loss frames would be more effective for detection behaviors, while gain frames would be more effective for prevention behaviors. These effects were expected to diminish under multitasking conditions. A laboratory experiment was conducted with 100 Korean adults. Participants in the multitasking condition were instructed to play an online game on a computer while reading a message on another computer. The results revealed no significant main effects of message framing on intentions for either prevention or detection behaviors. However, as hypothesized, the greater effectiveness of loss frames compared to gain frames in promoting detection behaviors was observed under non-multitasking conditions, but this effect disappeared when multitasking was present.

목차

Abstract
1. Introduction
2. Rationale
1) Message Framing
2) Role of Audience Processing
3) Media multitasking
3. Method
1) Overview
2) Participants
3) Manipulations
4) Materials
5) Procedure
6) Measures
4. Results
1) Randomization Check
2) Manipulation Check
3) Hypothesis Testing
5. Discussion
1) Summary of Results
2) Implications
References
Appendix

키워드

저자

• Siting Zheng [ Ph.D. Student, College of Media and Communication, Korea University ] First author
• Minhwa Jung [ Ph.D. Student, College of Media and Communication, Korea University ]
• Se-Hoon Jeong [ Professor, College of Media and Communication, Korea University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국소통학보 [Journal of Speech, Media & Communication Research]

• 간기

  계간

• pISSN

  1598-7752

• 수록기간

  2002~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 802 DDC 800