The Unintended Target: Assessing Nonsmokers' Reactions to Gain- and Loss-Framed Antismoking Public Service Announcements |
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| Authors: | Norman C H Wong Lindsey A Harvell Kylie J Harrison |
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| Institution: | 1. Department of Communication , University of Oklahoma , Norman , Oklahoma , USA nwong@ou.edu;3. Department of Communication , Southern Utah University , Cedar City , Utah , USA;4. Center for Curriculum, Learning, Technology, and Institutional Assessment, Mid-America Christian University , Oklahoma City , Oklahoma , USA |
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| Abstract: | This study examined nonsmokers' emotional responses and intentions to promote smoking cessation after exposure to a gain- or loss-framed antismoking public service announcement (PSA). Participants were 183 nonsmokers, and results reveal that gain- and loss-framed antismoking PSAs elicited different types and levels of affect as a function of the message theme for the antismoking PSA. Although secondhand smoke PSAs elicited higher levels of anger toward smokers and fear of secondhand smoke, smoking addiction PSAs tended to elicit more guilt among nonsmokers. Elicited emotions were significant predictors of intentions, and overall, loss-framed appeals worked better than gain-framed appeals at increasing nonsmokers' intentions to talk to friends who smoke about quitting. |
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