메시지 프레이밍과 수용자의 미래지향적 성향이 건강메시지 설득효과에 미치는 영향 전망이론의 적용 = The Effects of Message Framing Types and Individual`s Future-Oriented Mind Set on Persuasive Health Campaign Message Applying Prospect Theory

다국어 초록 (Multilingual Abstract)

Applying the prospect theory, this study examined the effects of individual`s future-orientated mind set and message framing types on persuasive health campaign messages (anti-cervical cancer vaccination campaigns). 2(framing of outcome: loss-framed/gain-framed message) ×2(framing of probability: certain frame/uncertain frame)×2(individual`s future-oriented mind set: high/low) between-group experiment was conducted. Covariate variables included one`s perceived risk of a cervical cancer and income level. Results showed that one`s intention to get an anti-cervical cancer vaccination became higher when loss-framed message was presented with uncertain probability. The prospect theory suggests that even if the same alternative is suggested, when the aspects of loss are emphasized, it is more effective to present expected outcome in an uncertain way. This paper also supported the theory. An individual`s future-oriented mind set positively influences one`s intention to getting the anti-cervical cancer vaccination and favorable attitudes toward the vaccination. Moreover, two covariate variables(perceived risk and income level) showed significant effects on intention to receiving the anti-cervical cancer vaccination. By focusing on the interactive effects of outcome-probability framing that have been neglected by previous research applying the prospect theory, this study tried to extend the theory, especially to health communication area. Also, the study aims to find the better combination of the two framing types for a health campaign messages. In addition, by adding an individual`s psychological factor (future-oriented mind set), the research has broadened the range of the prospect theory.

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