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COVID-19 사회적 거리두기 실천의도에 영향을 미치는 요인: 손실과 이득 메시지 프레이밍 광고상황
Author
최자인, 최자윤
Journal Title
한국융합학회논문지
Publication Year
2022
Topics
Summary
This study analyzed the impact of loss and gain message framing advertisements for COVID-19 prevention on behavioral intention to social distancing. Attitude toward advertisement, involvement in COVID-19, and emotional stigma were found to influence the intention to practice social distancing, with an explanatory power of 19%.
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