Document Type

Article

Publication Date

1-1-2017

Journal / Book Title

International Journal of Communication

Abstract

This study explored how distinct intervening factors explain the impact of messageframing appeals on Indian females' mammography-screening intentions. Contrary to prior investigations of early detection behavior, gain-framed messages were more effective at promoting mammography-screening intentions than loss-framed messages. Furthermore, results indicated that varying levels of need for cognition did not impact when gain- or loss-framed appeals were more effective, but rather how framing influenced message responses as well as message judgments. In particular, at high levels of need for cognition, gain-framed messages generated greater message attention and perceived message value than loss-framed appeals. Importantly, the findings from mediation tests revealed distinct pathways whereby both gain- and loss-framed messages indirectly influenced mammography-screening intentions. Specifically, gainframed messages were perceived as having greater credibility and loss-framed messages induced more personal worry.

Comments

This article is Open Access via the publisher.

Journal ISSN / Book ISBN

ISSN: 1932-8036

Published Citation

Mckinley, C., Limbu, Y., & Jayachandran, C. (2017). Message-framing effects on Indian females' mammography-screening intentions: Examining moderating and mediating relationships. International Journal of Communication, 11, 3541-3565.

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