The Mediation Effects of Fear on the Relationship between Gain/Loss Message Frames and Cognitive/Conative Responses


Shin, S., Park, S., & Ki, E.-J. (2022). The Mediation Effects of Fear on the Relationship between Gain/Loss Message Frames and Cognitive/Conative Responses. Journal of Intelligent Communication, 1(1), 8–16.


  • Sumin Shin
    Department of Communication, The University of Wisconsin-Whitewater, Whitewater, Wisconsin, 53190, USA
  • Sanghee Park Department of Communication, The University of Wisconsin-Whitewater, Whitewater, Wisconsin, 53190, USA
  • Eyun-Jung Ki Department of Advertising and Public Relations, The University of Alabama, Tuscaloosa, Alabama, 35487, USA

This study investigates the underlying mechanism of fear appeal effects on behavioral changes applying the emotions-as-frame model and protection motivation theory to the green advertising context. The results indicate that a loss-framed message arises fear increasing severity, vulnerability, response efficacy, and self-efficacy, which in turn affect the intention to purchase a green product. Furthermore, this study results that a gain frame is more effective to lead green behavior than a loss frame.


Fear appeal Gain/loss framing Emotions-as-frame model Protection motivation theory Green advertising


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