2016 Conference
    Home
    • 2016 Conference
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Exhibition
    • 2015 Archive
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Exhibition
    • 2014 Archive
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Exhibition
    • 2013 Archive
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Exhibition
    • 2012 Archive
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Accommodation
      • Exhibition
      • Photos
    • 2011 Archive
      • Programme
      • Presentations A-Z
      • Posters A-Z
      • Delegate list
      • Venue
      • Exhibition
      • Photos
    • Archive 2005 - 2010
        About us
        2011 Archive Presentation
        AbstractAudio & slidesBiography
        Message frame and smoking-related cognitions

        Author(s)

        Bilkis Hussain and Amanda Rivis

        Presenter(s)

        Bilkis Hussain  Smokeless Tobacco Advisor, NHS Leicester Partnership Trust

        Abstract

        The study examines the effectiveness of message framing (gain versus loss) and message focus (health versus appearance) on smoking-related cognitions (e.g. intentions to quit). The study also explores the moderating effect of age in the impact of message framing on risk perceptions (perceived severity and susceptibility) towards smoking. Using a 2x2 between-group design, 251 smokers were recruited from the University of Nottingham. The results indicate that compared to health-focused, appearance-focused messages are more persuasive in communicating effective anti-smoking message to the smokers. Similarly, gain-framed messages had a greater impact on cognitions (intentions to quit) than loss-framed messages. Age had a significant effect on risk perceptions. Compared to older (>23 years), young (18-22 years) smokers showed greater risk perceptions after reading gain-framed messages.

        The present investigation adds to the framing literature insofar as it explains that anti-smoking communication is more persuasive if it focuses on appearance concerns related to smoking.

        Source of funding: Self funded

        Declaration of interest: None

         
        Abstract
        Join our mailing list