Alhabash Saleem, Almutairi Nasser, Rub Mohammad Abu
Department of Advertising + Public Relations, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, Rm. 313, East Lansing, MI, 48824-1212, USA.
Department of Media and Information, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, Rm. 313, East Lansing, MI, 48824-1212, USA.
J Relig Health. 2017 Oct;56(5):1628-1643. doi: 10.1007/s10943-015-0177-4.
This experiment investigated the effects of message framing (gain vs. loss) and religious rhetoric (religious vs. non-religious) on the expression of anti-alcohol civic intentions with a sample (N = 80) of Palestinian young adults. Results showed that the main effects of message framing (gain > loss) and religious rhetoric (non-religious > religious) on anti-alcohol civic intentions were significant. Furthermore, the study showed that viral behavioral intentions were strongly and significantly associated with expressing anti-alcohol civic intentions, with larger explanatory power for gain-framed PSAs that used a religious rhetoric. Additionally, a serial mediation model showed that the effect of religious rhetoric on anti-alcohol civic intentions was successfully mediated by the serial combination of attitudes toward the PSA and viral behavioral intention for gain-framed PSAs, but not for loss-framed PSAs. Findings are discussed within the framework of persuasion models.
本实验以80名巴勒斯坦青年为样本，研究了信息框架（获益与损失）和宗教言辞（宗教与非宗教）对反酒精公民意图表达的影响。结果表明，信息框架（获益>损失）和宗教言辞（非宗教>宗教）对反酒精公民意图的主效应显著。此外，研究表明，病毒式行为意图与表达反酒精公民意图密切相关，对使用宗教言辞的获益框架公益广告具有更大的解释力。此外，一个序列中介模型表明，宗教言辞对反酒精公民意图的影响通过对公益广告的态度和获益框架公益广告的病毒式行为意图的序列组合成功中介，但对损失框架公益广告则不然。研究结果在说服模型的框架内进行了讨论。
