The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology

This study uses data from systematic Web image search results and two randomized survey experiments to analyze how frames commonly used in public debates about health issues, oper- ationalized here as alternative word choices, influence public support for health policy reforms. In Study 1, analyses...

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Main Authors: Sungjong ROH, NIEDERDEPPE, Jeff
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2016
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4893
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5892/viewcontent/WordOutsidethePicturesinOurHeads_pv.pdf
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spelling sg-smu-ink.lkcsb_research-58922022-04-11T02:25:57Z The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology Sungjong ROH, NIEDERDEPPE, Jeff This study uses data from systematic Web image search results and two randomized survey experiments to analyze how frames commonly used in public debates about health issues, oper- ationalized here as alternative word choices, influence public support for health policy reforms. In Study 1, analyses of Bing (N = 1,719), Google (N = 1,872), and Yahoo Images (N = 1,657) search results suggest that the images returned from the search query “sugar-sweetened beverage” are more likely to evoke health-related concepts than images returned from a search query about “soda.” In contrast, “soda” search queries were more likely to incorporate brand-related concepts than “sugar-sweetened beverage” search queries. In Study 2, participants (N = 206) in a controlled Web experiment rated their support for policies to reduce consumption of these drinks. As expected, strong liberals had more support for policies designed to reduce the consumption of these drinks when the policies referenced “soda” compared to “sugar-sweetened beverage.” To the contrary, items describing these drinks as “soda” produced lower policy support than items describing them as “sugar-sweetened beverage” among strong conservatives. In Study 3, participants (N = 1,000) in a national telephone survey experiment rated their support for a similar set of policies. Results conceptually replicated the previous Web-based experiment, such that strong liberals reported greater support for a penny-per-ounce taxation when labeled “soda” versus “sugar-sweetened beverages.” In both Studies 2 and 3, more respondents referred to brand-related concepts in response to questions about “sugar-sweetened beverages” compared to “soda.” We conclude with a discussion of theoretical and methodological implications for studying framing effects of labels. 2016-01-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/4893 info:doi/10.1080/10410236.2015.1037420 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5892/viewcontent/WordOutsidethePicturesinOurHeads_pv.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Carbonated Beverages Concept Formation Health Policy Obesity Politics Sweetening Agents Business and Corporate Communications Health Communication Health Policy
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Carbonated Beverages
Concept Formation
Health Policy
Obesity
Politics
Sweetening Agents
Business and Corporate Communications
Health Communication
Health Policy
spellingShingle Carbonated Beverages
Concept Formation
Health Policy
Obesity
Politics
Sweetening Agents
Business and Corporate Communications
Health Communication
Health Policy
Sungjong ROH,
NIEDERDEPPE, Jeff
The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
description This study uses data from systematic Web image search results and two randomized survey experiments to analyze how frames commonly used in public debates about health issues, oper- ationalized here as alternative word choices, influence public support for health policy reforms. In Study 1, analyses of Bing (N = 1,719), Google (N = 1,872), and Yahoo Images (N = 1,657) search results suggest that the images returned from the search query “sugar-sweetened beverage” are more likely to evoke health-related concepts than images returned from a search query about “soda.” In contrast, “soda” search queries were more likely to incorporate brand-related concepts than “sugar-sweetened beverage” search queries. In Study 2, participants (N = 206) in a controlled Web experiment rated their support for policies to reduce consumption of these drinks. As expected, strong liberals had more support for policies designed to reduce the consumption of these drinks when the policies referenced “soda” compared to “sugar-sweetened beverage.” To the contrary, items describing these drinks as “soda” produced lower policy support than items describing them as “sugar-sweetened beverage” among strong conservatives. In Study 3, participants (N = 1,000) in a national telephone survey experiment rated their support for a similar set of policies. Results conceptually replicated the previous Web-based experiment, such that strong liberals reported greater support for a penny-per-ounce taxation when labeled “soda” versus “sugar-sweetened beverages.” In both Studies 2 and 3, more respondents referred to brand-related concepts in response to questions about “sugar-sweetened beverages” compared to “soda.” We conclude with a discussion of theoretical and methodological implications for studying framing effects of labels.
format text
author Sungjong ROH,
NIEDERDEPPE, Jeff
author_facet Sungjong ROH,
NIEDERDEPPE, Jeff
author_sort Sungjong ROH,
title The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
title_short The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
title_full The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
title_fullStr The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
title_full_unstemmed The Word Outside and the Pictures in Our Heads: Contingent Framing Effects of Labels on Health Policy Preferences by Political Ideology
title_sort word outside and the pictures in our heads: contingent framing effects of labels on health policy preferences by political ideology
publisher Institutional Knowledge at Singapore Management University
publishDate 2016
url https://ink.library.smu.edu.sg/lkcsb_research/4893
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5892/viewcontent/WordOutsidethePicturesinOurHeads_pv.pdf
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