The purpose of this study is to investigate how message framing influences people’s risk perceptions, protective action decision making, and behavioral response. We make a case for both revising and extending the use of the protective action decision model (PADM) and message framing theory to examine the message characteristics of the adenovirus warnings during this crisis event, as well as participants’ impressions and behavioral responses to health risk communication messages. The data were collected from three focus group sessions, held at the University of Maryland. We found evidence to suggest that fear appeals and efficacy focused messaging may increase the effectiveness of health risk messages for university virus outbreaks.
Dias, Shawna and RW, Romy
"Investigating the Effects of Message Framing on College Students' Risk Perceptions and Protective Responses to Adenovirus,"
Kaleidoscope: A Graduate Journal of Qualitative Communication Research: Vol. 21, Article 7.
Available at: https://opensiuc.lib.siu.edu/kaleidoscope/vol21/iss1/7