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      Incorporating Message Framing into Narrative Persuasion to Curb E-Cigarette Use Among College Students.

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          Abstract

          This study examines the interaction effect of message format (narrative vs. nonnarrative) and message framing (gain vs. loss) in e-cigarette prevention targeting young adults. Results of a two-way experiment (N = 439) revealed that transportation and discrete emotions mediated message effect on risk perception and behavioral intention. Compared to the gain-framed nonnarrative, the gain-framed narrative reduced feelings of guilt, and guilt was negatively related to risk perception and positively related to behavioral intention. Thus, the gain-framed narrative achieved desirable persuasive outcome through guilt-increasing risk perception and decreasing intention to use e-cigarette. Similarly, the loss-framed narrative evoked greater sadness, which also led to increased risk perception and decreased behavioral intention. Transportation and discrete emotions mediated message effect in a serial order. This research not only contributes to the literature on narrative persuasion and emotion, but also provides insight for health communication designed for e-cigarette prevention.

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          Author and article information

          Journal
          Risk Anal
          Risk analysis : an official publication of the Society for Risk Analysis
          Wiley
          1539-6924
          0272-4332
          Aug 2020
          : 40
          : 8
          Affiliations
          [1 ] Department of Communication, University at Buffalo, The State University of New York, Buffalo, NY, USA.
          Article
          10.1111/risa.13502
          32390210
          665854a8-c43f-4c74-9948-c4223d239d1d
          History

          narrative persuasion,message framing,e-cigarette,Discrete emotions

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