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Message Framing and Reactions: An Ex...

Mertel, Jonathan Maxell.

Message Framing and Reactions: An Examination of Alpine Sports.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Message Framing and Reactions: An Examination of Alpine Sports.
Author:	Mertel, Jonathan Maxell.
Published:	Ann Arbor : ProQuest Dissertations & Theses, 2020
Description:	104 p.
Notes:	Source: Dissertations Abstracts International, Volume: 82-04, Section: A.
Notes:	Advisor: Tutzauer, Frank.
Contained By:	Dissertations Abstracts International82-04A.
Subject:	Communication.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28093561
ISBN:	9798678125354

Message Framing and Reactions: An Examination of Alpine Sports.
Mertel, Jonathan Maxell.

Message Framing and Reactions: An Examination of Alpine Sports. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 104 p.

Source: Dissertations Abstracts International, Volume: 82-04, Section: A.

Thesis (Ph.D.)--State University of New York at Buffalo, 2020.

This item must not be sold to any third party vendors.

The present study examines tailored communication intended to bring about behavior change within the domain of helmet use. Through the application of prospect theory, the present study examined differences in participants’ reactions to pro helmet-use messages when presented as a loss-frame or as a gain-frame. This study is unique as it tested messages emphasizing helmet benefits beyond physical safety and analyzed differences between participants who are primarily interested in skiing and those primarily interested in snowboarding. The present study was formed as follows: First, 303 participants recruited from Amazon’s Mechanical Turk (MTurk) were issued a survey in which they indicated their preferred alpine sport (skiing or snowboarding), and their current levels of participation and helmet use. Participants were then randomly assigned to one of two message categories; helmet functionality or helmet safety. Within these message categories, participants were randomly presented with either a gain-framed pro helmet message, a loss-framed pro helmet message, or a control condition devoid of helmet-related messaging. Finally, participants completed the survey with sections measuring their reactions to stimuli and their intentions to wear a helmet. To analyze the data, statistical methods including ANOVA, Regression, and ANCOVA were used. While gain- and loss-framed messages were found to significantly outperform the control in terms of favorable message reactions, there was no significant differences between the gain and loss frames. Supplemental analyses revealed other significant differences in regards to region, activity preference, psychological reactance, and behavioral intentions, but the data did not confirm any of the original hypotheses.

ISBN: 9798678125354Subjects--Topical Terms:

180335
Communication.
Subjects--Index Terms:

Helmets

Message Framing and Reactions: An Examination of Alpine Sports.
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300 $a 104 p.
500 $a Source: Dissertations Abstracts International, Volume: 82-04, Section: A.
500 $a Advisor: Tutzauer, Frank.
502 $a Thesis (Ph.D.)--State University of New York at Buffalo, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a The present study examines tailored communication intended to bring about behavior change within the domain of helmet use. Through the application of prospect theory, the present study examined differences in participants’ reactions to pro helmet-use messages when presented as a loss-frame or as a gain-frame. This study is unique as it tested messages emphasizing helmet benefits beyond physical safety and analyzed differences between participants who are primarily interested in skiing and those primarily interested in snowboarding. The present study was formed as follows: First, 303 participants recruited from Amazon’s Mechanical Turk (MTurk) were issued a survey in which they indicated their preferred alpine sport (skiing or snowboarding), and their current levels of participation and helmet use. Participants were then randomly assigned to one of two message categories; helmet functionality or helmet safety. Within these message categories, participants were randomly presented with either a gain-framed pro helmet message, a loss-framed pro helmet message, or a control condition devoid of helmet-related messaging. Finally, participants completed the survey with sections measuring their reactions to stimuli and their intentions to wear a helmet. To analyze the data, statistical methods including ANOVA, Regression, and ANCOVA were used. While gain- and loss-framed messages were found to significantly outperform the control in terms of favorable message reactions, there was no significant differences between the gain and loss frames. Supplemental analyses revealed other significant differences in regards to region, activity preference, psychological reactance, and behavioral intentions, but the data did not confirm any of the original hypotheses.
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