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Personal Involvement Moderates Message Framing Effects on Food Safety Education among Medical University Students in Chongqing, China

Author

Listed:
  • Li Bai

    (School of Medical and Information, Chongqing Medical University, Chongqing 400016, China
    These authors contributed equally to this work.)

  • Zhengjie Cai

    (School of Public Health and Management, Chongqing Medical University, Chongqing 400016, China
    These authors contributed equally to this work.)

  • Yalan Lv

    (School of Medical and Information, Chongqing Medical University, Chongqing 400016, China)

  • Tingting Wu

    (School of Public Health and Management, Chongqing Medical University, Chongqing 400016, China)

  • Manoj Sharma

    (Behavioral & Environmental Health, School of Public Health, Jackson State University, Jackson, MS 39213, USA)

  • Zumin Shi

    (Human Nutrition department, Qatar University, Doha 999043, Qatar)

  • Xiaorong Hou

    (School of Medical and Information, Chongqing Medical University, Chongqing 400016, China)

  • Yong Zhao

    (School of Public Health and Management, Chongqing Medical University, Chongqing 400016, China)

Abstract

Objective: This study explored whether the efficacy of food safety education interventions can be increased by message framing among medical university students, and demonstrated the role of personal involvement within the message recipient in moderating framed effects. Methods: A cross-sectional study of food safety message framing was conducted among medical university students (randomly selected 1353 participants). An online self-administered questionnaire was used to collect information. Wilcoxon rank-sum test and Ordered multivariate logistic regression were utilised in the data analyses. Results: The present study showed significant differences in acceptance between the gain- and loss-framed groups ( p < 0.001). Participants with higher personal involvement had higher acceptance than those with low personal involvement in gain- and loss-framed message models ( p < 0.001). The acceptance of participants who were concerned about their health condition was higher than those who were neutral regarding their health condition ( p < 0.001) and participants who suffered a food safety incident had higher acceptance than those who did not ( p < 0.05). Conclusions: This study portrayed the selection preference of message framing on food safety education among medical university students in southwest China. Participants exposed to loss-framed messages had higher message acceptance than those exposed to gain-framed messages. Personal involvement may affect the food safety message framing. Public health advocates and professionals can use framed messages as a strategy to enhance intervention efficacy in the process of food safety education.

Suggested Citation

  • Li Bai & Zhengjie Cai & Yalan Lv & Tingting Wu & Manoj Sharma & Zumin Shi & Xiaorong Hou & Yong Zhao, 2018. "Personal Involvement Moderates Message Framing Effects on Food Safety Education among Medical University Students in Chongqing, China," IJERPH, MDPI, vol. 15(9), pages 1-15, September.
    • Handle: RePEc:gam:jijerp:v:15:y:2018:i:9:p:2059-:d:170947
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    References listed on IDEAS

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    1. Britwum, Kofi & Yiannaka, Amalia, 2016. "Consumer Willingness to Pay for Food Safety Interventions: The Role of Message Framing and Involvement," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235884, Agricultural and Applied Economics Association.
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    Cited by:

    1. Qingmao Rao & Li Bai & Yalan LV & Abu Saleh Abdullah & Ian Brooks & Yunjie Xie & Yong Zhao & Xiaorong Hou, 2020. "Goal-Framing and Temporal-Framing: Effects on the Acceptance of Childhood Simple Obesity Prevention Messages among Preschool Children’s Caregivers in China," IJERPH, MDPI, vol. 17(3), pages 1-15, January.

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