The effects of gender and gain versus loss frame on processing breast cancer screening messages

This current study investigated how the gain versus loss framing effect would be moderated by gender of message recipients in the context of breast cancer screening (BCS) intervention that promotes both men and women to recommend regular BCS to their close women. A 2 (male vs. female) x 2 (gain vs....

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Bibliographic Details
Main Author: Kim, Hyo Jung
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2013
Online Access:https://hdl.handle.net/10356/96696
http://hdl.handle.net/10220/13110
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Institution: Nanyang Technological University
Language: English