IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v15y2018i3d10.1007_s12208-018-0201-y.html
   My bibliography  Save this article

Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes

Author

Listed:
  • Dong Jenn Yang

    (Business Administration Department of I-Shou University)

Abstract

The communication effectiveness of a negatively framed message (fear appeal) has been an important focus in smoking cessation research. Inspired by marketing ethics, this research aims to provide an advanced understanding of smoking cessation advertising by comparing the communication effects of positively and negatively framed messages on the mental processes of smokers. Questionnaires with two framed messages (positive and negative) were randomly distributed to adult smokers. Using linear structural equation modeling, the results from 230 valid responses (105 were positive and 125 were negative) revealed that message framing could provoke different drive sources and mental processes, and effective communication is greatly dependent on agency thinking. Finally, this study found that a positively framed message was more persuasive in prompting smoking cessation than a negatively framed message.

Suggested Citation

  • Dong Jenn Yang, 2018. "Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 315-332, September.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:3:d:10.1007_s12208-018-0201-y
    DOI: 10.1007/s12208-018-0201-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-018-0201-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-018-0201-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    2. Hammond, D. & Fong, G.T. & McDonald, P.W. & Brown, K.S. & Cameron, R., 2004. "Graphic Canadian cigarette warning labels and adverse outcomes: Evidence from Canadian smokers," American Journal of Public Health, American Public Health Association, vol. 94(8), pages 1442-1445.
    3. Hollenbeck, John R. & Brief, Arthur P., 1987. "The effects of individual differences and goal origin on goal setting and performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 40(3), pages 392-414, December.
    4. Karine Gallopel & Patrick Gabriel & Marine Le Gall-Ely & Sophie Rieunier & Bertrand Urien, 2011. "The use of visual warnings in social marketing: The case of tobacco," Post-Print halshs-00601101, HAL.
    5. Siegel, M. & Biener, L., 2000. "The impact of an antismoking media campaign on progression to established smoking: Results of a longitudinal youth study," American Journal of Public Health, American Public Health Association, vol. 90(3), pages 380-386.
    6. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    7. Gallopel-Morvan, Karine & Gabriel, Patrick & Le Gall-Ely, Marine & Rieunier, Sophie & Urien, Bertrand, 2011. "The use of visual warnings in social marketing: The case of tobacco," Journal of Business Research, Elsevier, vol. 64(1), pages 7-11, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ronald Conlin & Steven Bauer, 2022. "Examining the impact of differing guilt advertising appeals among the Generation Z cohort," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 289-308, June.
    2. Rojalin Pradhan & Mahim Sagar & Tushar Pandey & Ishwar Prasad, 2019. "Consumer health risk awareness model of RF-EMF exposure from mobile phones and base stations: An exploratory study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 125-145, March.
    3. Kara Chan & Jingyuan Shi & Luisa Agante & Suzanna J. Opree & Thanaseelen Rajasakran, 2022. "Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 37-51, March.
    4. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nguyen, Stephanie & Nicod, Lionel & Llosa, Sylvie, 2024. "Preventing bypass on sharing economy platforms: The impact of message framing on users’ bypass intention," Journal of Business Research, Elsevier, vol. 179(C).
    2. Yi-Fen Chen & Shi-Han Chang, 2016. "The online framing effect: the moderating role of warning, brand familiarity, and product type," Electronic Commerce Research, Springer, vol. 16(3), pages 355-374, September.
    3. Chi Hong Leung, 2019. "Is usage of visual images in online marketing effective?," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(6), pages 147-156, June.
    4. Lafrenière, Darquise & Hurlimann, Thierry & Menuz, Vincent & Godard, Béatrice, 2014. "Evaluation of a cartoon-based knowledge dissemination intervention on scientific and ethical challenges raised by nutrigenomics/nutrigenetics research," Evaluation and Program Planning, Elsevier, vol. 46(C), pages 103-114.
    5. Tessitore, Tina & Geuens, Maggie, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
    6. Rizal Edy Halim, 2019. "Warning Label Placement: The Difference Effect of Social Risk and Health Risk Consequences," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 282-297.
    7. Olivier Droulers & Karine Gallopel-Morvan & Sophie Lacoste-Badie & Mathieu Lajante, 2017. "The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods," Post-Print halshs-02024739, HAL.
    8. Senyuz, Aysu & Hasford, Jonathan, 2022. "The allure of arrogance: How relationship formation motives enhance consumer preferences for arrogant communications," Journal of Business Research, Elsevier, vol. 139(C), pages 106-120.
    9. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude," Post-Print halshs-00704000, HAL.
    10. Marie-Laure Mourre & Patricia Gurviez, 2015. "Proposition d’un modèle intégrateur de la résistance aux messages anti-tabac," Post-Print hal-01443801, HAL.
    11. Davis, Cassandra Denise & Burton, Scot, 2019. "Making bad look good: The counterpersuasive effects of natural labels on (dangerous) vice goods," Journal of Business Research, Elsevier, vol. 104(C), pages 271-282.
    12. Gianluca Gionfriddo & Francesco Rizzi & Tiberio Daddi & Fabio Iraldo, 2023. "The impact of green marketing on collective behaviour: Experimental evidence from the sports industry," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5349-5367, December.
    13. Septianto, Felix & Lee, Michael S.W., 2020. "Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption," Australasian marketing journal, Elsevier, vol. 28(1), pages 18-29.
    14. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
    15. Beatriz Casais & João F. Proença, 2022. "The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 623-647, September.
    16. Wang, Wangshuai & Yi, Yanxi & Li, Jie & Sun, Gong & Zhang, Mo, 2022. "Lighting up the dark: How the scarcity of childhood resources leads to preferences for bright stimuli," Journal of Business Research, Elsevier, vol. 139(C), pages 1155-1164.
    17. Kauronen Marja-Leena & Lehtonen Olli & Purhonen Kirsi & Kallunki Valdemar & Polak Angelika, 2020. "Picture-Based Recognition of Smokers: A Novel Visual Method," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 24(4), pages 34-49, December.
    18. Eman Wadie Abdel Halim, 2020. "Evaluating the Effectiveness of Negative Appeals Used in Emotional Marketing in Relation to Smoking Phenomenon in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(4), pages 160-160, March.
    19. Seow Eng Ong & Davin Wang & Calvin Chua, 2023. "Disruptive Innovation and Real Estate Agency: The Disruptee Strikes Back," The Journal of Real Estate Finance and Economics, Springer, vol. 67(2), pages 287-317, August.
    20. Herrmann, Tabea & Hübler, Olaf & Menkhoff, Lukas & Schmidt, Ulrich, 2016. "Allais for the poor," Kiel Working Papers 2036, Kiel Institute for the World Economy (IfW Kiel).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:15:y:2018:i:3:d:10.1007_s12208-018-0201-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.