Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.11889/8035
Title: | Just add a verse from the Quran: effects of religious rhetoric in gain- and loss-framed anti-alcohol messages with a Palestinian sample | Authors: | Alhabash, Saleem Almutairi, Nasser Abu Rub, Mohammad |
Keywords: | Anti-Alcohol campaigns;Facebook (Firm);Rhetoric - Social aspects;Rhetoric - Religious aspects;Prospect theory;Gain and loss frames;Organizational behavior | Issue Date: | 2017 | Abstract: | This experiment investigated the effects of message framing (gain vs. loss) and religious rhetoric (religious vs. non-religious) on the expression of anti-alcohol civic intentions with a sample (N = 80) of Palestinian young adults. Results showed that the main effects of message framing (gain [loss) and religious rhetoric (non-religious[religious) on anti-alcohol civic intentions were significant. Furthermore, the study showed that viral behavioral intentions were strongly and significantly associated with expressing anti-alcohol civic intentions, with larger explanatory power for gain-framed PSAs that used a religious rhetoric. Additionally, a serial mediation model showed that the effect of religious rhetoric on anti-alcohol civic intentions was successfully mediated by the serial combination of attitudes toward the PSA and viral behavioral intention for gainframed PSAs, but not for loss-framed PSAs. Findings are discussed within the framework of persuasion models. | URI: | http://hdl.handle.net/20.500.11889/8035 |
Appears in Collections: | Fulltext Publications |
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Just Add a Verse from the Quran Effects of Religious Rhetoric in Gain- and Loss-Framed Anti-Alcohol Messages with a Palestinian Sample.pdf | 766.55 kB | Adobe PDF | View/Open |
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