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ISSN : 1229-8778
The purpose of this study is to effectively persuade subjects who have different traits to conduct recommended health behavior with differently manipulated messages. As a result, there was three-way interaction of message issue × message frame × public body consciousness. Specifically, in high public body consciousness condition, an beauty issue message made a negatively framed message more effectively, and in low public body consciousness condition, a health issue message made a positively framed message more effectively. Although public body consciousness is one of the most important variables in health-related context, it was not considered importantly in message frame study, and the effects of both message issue and message frame by public body consciousness were hardly examined. Thereby, this study extended existing studies.
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