Effects of gain versus loss frame antidrug ads on adolescents

@inproceedings{Cho2008EffectsOG,
  title={Effects of gain versus loss frame antidrug ads on adolescents},
  author={Hyunyi Cho and Franklin J. Boster},
  year={2008}
}
Improving the effectiveness of antidrug ads is an important public health concern. Central to achieving this aim is identifying the message strategies that address the differential characteristics of adolescent audiences. This study examined the effects of gain versus loss frame antidrug ads on adolescents with different social and behavioral characteristics. A posttest-only experiment was conducted to examine if these audience factors moderate the effects of message framing. Loss-frame… CONTINUE READING

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