Impacts of Message Framing and Social Distance in Health Campaign for Promoting Regular Physical Exercise

Jieun Cho, Jung won Chun, Moon J. Lee

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

We investigated effects of message framing and social distance on individuals’ attitude toward health campaign and behavioral intention. Individuals who read a gain-framed message had better attitude toward the campaign and higher level of behavioral intention than those who read a loss-framed message. Perceived benefits mediated the relationship between message framing and behavioral intention. Perceived severity mediated the relationship between social distance and behavioral intention only in the loss framing condition. Theoretical and practical implications were discussed.

Original languageEnglish (US)
Pages (from-to)824-835
Number of pages12
JournalJournal of Health Communication
Volume23
Issue number9
DOIs
StatePublished - Sep 2 2018
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences

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