Open Access Journal
    • INTERNATIONAL CONFERENCE ON HUMANITIES, LITERATURE AND ECONOMICS (ICHLE 2014) Jan. 1-2, 2014 Bangkok (Thailand) Bangkok, Thailand
    • 2014 3rd International Conference on Climate Change and Humanity - ICCCH 2014 Melbourne, Australia
    • 2014 ISIS MIAMI BEACH INTERNATIONAL MULTIDISCIPLINARY ACADEMIC CONFERENCE - Promoting Global Progress and Excellence in Academia MIAMI BEACH, United States of America
    • 2014 3rd International Conference on Economics Marketing and Management - ICEMM 2014 Toronto, Canada
    • IACD-2014 (Dubai) International Academic Conference Dubai, United Arab Emirates
    • Hot Legal Issues In Higher Ed: Understanding Laws, Rules & Regulations for College Administrators online, United States of America
    • Association of Proposal Management Professionals
    • Corporate Portfolio Management Association
    • Destination Marketing Association International
    • International Association for Business and Society
    • International Association of Assembly Managers
    • Professional Convention Management Association
    • Religious Conference Management Association
    • Society of Inventory Management Benchmarking Association
    • Society of Government Meeting Professionals


© International Journal of Management, Economics and Social Sciences
2013, Vol. 2(4), pp. 252 – 264.
ISSN 2304 – 1366


The Communication Effects of Audience Situation and Message Framing on Smoking Cessation


Dong-Jenn Yang
Dept. of Business Administration, I-Shou University, Taiwan



This study examined the communication effects of smoking cessation by using message framing (positive messages/negative messages) and audience situation (smoker/nonsmoker and high/low self-efficacy). The study used 207 valid homogeneous subjects and a between-subject experiment method was employed for analyses. The results showed that the communication effects were influenced by the interactive effects of message framing and audience situation, and for smokers, positive messages have a more significant effect than negative ones. In addition, positive messages with low self-efficacy have a better effect. The study concludes that different message framing have a variety of communication effects on audiences within different self-efficacy levels and audience situations.

Keywords: Message framing, audience situation, communication effect, smoking cessation, social marketing
JEL: M31, K32, I18



HomeScopePolicyPress RoomContact Us

Copyrights © 2012-2015 IJMESS® Int'l. (All Rights Reserved)