The Effects of Message Framing and Evidence Type on Obesity Prevention for Chinese Adolescents

메시지 프레이밍과 증거 유형에 따른 중국 청소년 비만예방 메시지 효과

  • 서소상 (동국대학교 광고홍보학과) ;
  • 최유진 (동국대학교 광고홍보학과)
  • Received : 2018.02.13
  • Accepted : 2018.03.17
  • Published : 2018.03.28


To develop prevention messages for increasingly severe adolescent obesity in China. this study tested interaction effects between obesity involvement and message framing, and between obesity involvement and evidence types on obesity prevention attitudes and behavioral intentions. Message framing types are categorized with a gain frame and a loss frame. Evidence types are classified into narratives based on personal experiences and statistics based on objective numerical proofs. Three hundred sixty eight Chinese adolescents participated in the study. Results found that involvement, framing, and evidence types had significant effects on attitudes and behavioral intentions to obesity prevention. Adolescents highly involved in obesity were more likely to show positive attitudes and behavioral intentions when exposed to loss framing and statistical evidence. Those with low involvement showed positive attitudes and behavioral intentions after exposed to gain framing and narratives. Thus, we suggest that loss frames with numerical data should be developed to persuade adolescents with high involvement, and gain frames with narratives should be developed for those with low involvement.


Obesity Prevention;Message Framing;Narrative


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