ScholarWorks@숙명여자대학교

초록

This study examines the effectiveness of suicide prevention campaign for adolescentsaccording to message framing and content types. By using an online 2 × 2between-group experimental design (gain/loss × webtoon/video), a total of 316adolescents were surveyed. We developed four types of experimental stimuli:webtoons and videos including a gain or loss framed message. Findings showed themain effect of message framing on attitudes toward the campaign message andintention to spread the message. In particular, loss framed message indicated greatereffects than gain framed message. Results revealed the interaction effects of messageframing and content types on behavioral intention to prevent suicide. More specifically,greater behavioral intention was found in a webtoon including a loss framed message. Greater behavioral intention was shown in a video including a gain framed message,but its effect was not statistically significant. Our findings can provide usefulimplications for PR or health practitioners.

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