Sensation seeking as a moderator of gain- and loss-framed HIV-test promotion message effects

Shawnika J. Hull, Yangsun Hong

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

This study used an experiment (N = 504) to test whether the fit between sensation-seeking disposition and frame enhances the persuasiveness of gain- and loss-framed HIV test promotion messages. Gain- and loss-framed messages may be consistent with low and high sensation seekers disposition with respect to risk behavior. We hypothesized that a loss-framed message would be more persuasive for high sensation seekers and that a gain-framed message should be more effective for low sensation seekers. We also expected elaboration to mediate the interaction. Results demonstrated the hypothesized interaction. When the message frame fit with the viewer's way of thinking, the persuasive power of the message was enhanced. The mediation hypothesis was not supported. Practical implications for targeting and message design are discussed.

Original languageAmerican English
Pages (from-to)46-55
Number of pages10
JournalJournal of Health Communication
Volume21
Issue number1
DOIs
StatePublished - Jan 2 2016
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences

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