Using prospect theory and the extended parallel process model, this study examined the effect of gain/loss message framing on perceptions of severity, susceptibility, response efficacy, and self efficacy (derived from the extended parallel process model), as well as perception of message effectiveness and behavioral intention in a community based Latino American sample. Results indicated no significant differences between a gain- and loss-frame for any of the outcome variables. In addition, message effectiveness, susceptibility, and response efficacy were the best predictors of intention to engage in early testing behavior.
This is an Author’s Accepted Manuscript of an article published in Communication Education 06-17-2010, available online: http://www.tandfonline.com/10.1080/03634521003628271
Maguire, K. C., Gardner, J., Sopory, P., Jian, G., Roach, M., Amschlinger, J., Moreno, M., Pettey, G., & Piccone, G. (2010). Formative research regarding kidney disease health information in a Latino American sample: Associations among message frame, threat, efficacy, message effectiveness, and behavioral intention. Communication Education, 59(3), 344-359. doi:10.1080/03634521003628271