@article{ref1,
title="Framing and dosage effects: use of protection motivation theory to examine efficacy of anti-cocaine visual messages",
journal="International journal of health promotion and education",
year="2012",
author="Banerjee, Smita C. and Greene, Kathryn",
volume="50",
number="2",
pages="68-80",
abstract="This study examined the efficacy of visual anti-cocaine messages differing in framing and dosage on protection motivation theory constructs, particularly perceived severity, vulnerability, self-efficacy, response costs, and intention to stay away from cocaine. One hundred and sixty four (N = 164) undergraduate students at a large northern university in the UK participated in the study and were randomly assigned to one of four anti-drug visual messages depicting consequences of cocaine use and differing in framing (before-after vs. after-only) and dosage (low-dose vs. high-dose). <br><br>RESULTS revealed that after-only framing was more efficacious than before-after framing for perceived severity and vulnerability, and the low-dose message was more efficacious than the high-dose message for self-efficacy. In addition, greater perceived severity and self-efficacy were significantly associated with greater intention to stay away from cocaine. Implications for designing visual drug preventions messages are discussed.<p /> <p>Language: en</p>",
language="en",
issn="1463-5240",
doi="10.1080/14635240.2012.661965",
url="http://dx.doi.org/10.1080/14635240.2012.661965"
}