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dc.contributor.authorBerenbaum, Erin
dc.contributor.otherQueen's University (Kingston, Ont.). Theses (Queen's University (Kingston, Ont.))en
dc.date2012-08-27 11:33:30.004en
dc.date2012-09-08 16:50:51.877en
dc.date.accessioned2012-09-08T21:02:11Z
dc.date.available2012-09-08T21:02:11Z
dc.date.issued2012-09-08
dc.identifier.urihttp://hdl.handle.net/1974/7436
dc.descriptionThesis (Master, Kinesiology & Health Studies) -- Queen's University, 2012-09-08 16:50:51.877en
dc.description.abstractPhysical inactivity is a national issue affecting more than half of all Canadian adults (Colley et al., 2011). Health messaging, including message framing, has been a popular medium for encouraging individuals to adopt recommended health behaviours such as physical activity. Previous research has demonstrated that gain-framed messages, which emphasize the benefits of a behaviour, are more effective at promoting physical activity (PA) than loss-framed messages which emphasize the costs. However, the mechanism through which this facilitating effect occurs is unclear. The current study examined the effects of message framing on attention, attitudes, recall, decision to be active and behaviour as well as the mediating effects of these variables on the frame-behaviour relationship in accordance with the communication behaviour change (CBC) model (McGuire, 1989). Sixty moderately active women, aged 18-35 viewed 20 gain- or loss- framed ads and 5 control ads while their eye movements were recorded via eye tracking. Attitudes towards PA, message recall, decision to become active and PA behaviour during an acute bout of exercise were measured immediately following ad exposure. Self-reported PA was measured one week later. Univariate ANOVAs, ANCOVAs and logistic regressions were conducted to examine the effects of message framing on each level of the CBC model. The gain-framed ads attracted greater attention, ps<0.05, produced more positive attitudes, p = .06, were better recalled, p < .001, influenced decisions to be active, p = .07, and had an immediate and delayed impact on behaviour, ps < .05, compared to the loss-framed messages. However, mediation analyses failed to reveal any significant effects suggesting that alternate mechanisms may be influencing framing effects on behaviour. This study demonstrates the effects of framed messages on several novel outcomes; however the mechanisms underlying these effects remain unclear.en_US
dc.languageenen
dc.language.isoenen_US
dc.relation.ispartofseriesCanadian thesesen
dc.rightsThis publication is made available by the authority of the copyright owner solely for the purpose of private study and research and may not be copied or reproduced except as permitted by the copyright laws without written authority from the copyright owner.en
dc.subjectEye trackingen_US
dc.subjectMessage framingen_US
dc.subjectHealth promotionen_US
dc.subjectPhysical activityen_US
dc.titleExamining the Link Between Framed Physical Activity Messages and Behaviour: An Application of the Communication Behaviour Change Modelen_US
dc.typeThesisen_US
dc.description.degreeMasteren
dc.contributor.supervisorLatimer-Cheung, Amyen
dc.contributor.departmentKinesiology and Health Studiesen


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