As This study tests the effects of message framing in the context of AIDS prevention campaigns in order to provide implications for effective campaign message strategies. Findings indicate that, individuals in the low involvement group showed more pos...
As This study tests the effects of message framing in the context of AIDS prevention campaigns in order to provide implications for effective campaign message strategies. Findings indicate that, individuals in the low involvement group showed more positive attitudes and better persuasion outcomes in response to the gain-frame message. However, individuals in the low involvement group showed higher ad memory in response to the loss-frame message, indicating that negative cues are more effective than positive cues in generating memory. This empirical study provides implications for effective AIDS prevention campaigns by testing the effects of print AIDS prevention ads incorporating the think-aloud method.