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  • Framing and Efficacy: The Effect of Regulatory Fit on Skin Cancer Prevention and Detection

    Author(s)
    Shao, W
    Griffith University Author(s)
    Shao, Wei D.
    Year published
    2012
    Metadata
    Show full item record
    Abstract
    Australia has one of the highest rates of skin cancer in the world, representing 80% of all diagnosed cancers each year (Cancer Council Australia, n.d.). The dissemination of information regarding the prevention and detection of skin cancer through social marketing campaigns is a vital element in protecting the well being of Australians. In drawing on self-regulatory focus theory, this study is the first to examine the role of message framing (i.e., gain framing vs. loss framing) in conjunction with an individual's efficacy appraisals (i.e., self-efficacy vs. response efficacy) associated with skin cancer behaviors (i.e., ...
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    Australia has one of the highest rates of skin cancer in the world, representing 80% of all diagnosed cancers each year (Cancer Council Australia, n.d.). The dissemination of information regarding the prevention and detection of skin cancer through social marketing campaigns is a vital element in protecting the well being of Australians. In drawing on self-regulatory focus theory, this study is the first to examine the role of message framing (i.e., gain framing vs. loss framing) in conjunction with an individual's efficacy appraisals (i.e., self-efficacy vs. response efficacy) associated with skin cancer behaviors (i.e., prevention vs. detection behaviors). Findings show the effectiveness of social marketing campaigns is contingent upon good "regulatory fit," which is achieved when gain framing is coupled with self-efficacy appeals and loss framing is coupled with response-efficacy appeals. For social marketers, who constantly strive to maximize the effectiveness of advertising expenditure, the findings of this study are highly significant.
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    Journal Title
    Journal of Nonprofit & Public Sector Marketing
    Volume
    24
    Issue
    3
    DOI
    https://doi.org/10.1080/10495142.2012.705176
    Subject
    Marketing Communications
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/47348
    Collection
    • Journal articles

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