Communication ETDs

Publication Date

Spring 5-10-2021

Abstract

This study aimed to explore effective message strategies to promote COVID-19 prevention behaviors among college students. Due to the fewer symptoms and lessened impact of COVID-19 in this population, young adults tend to have low perceived risk that results in low engagement in preventive behaviors. Also, some people may hold beliefs or values that are contrary to preventive behaviors. Thus, applying message framing theory, this study tested the effects of perceived risk and cultural orientation on adherence to prevention behaviors. The results showed that perceived risk and cultural orientation were associated with intention to maintain physical distance and wearing a face mask. The message framing had a marginally significant effect for physical distance, but not for wearing a face mask. Interaction effect on intention to maintain physical distance between frame and cultural orientation was observed, but not for intention to wear mask.

Language

English

Keywords

COVID-19, Message framing, Cultural orientation, Perceived risk, Prevention behavior

Document Type

Thesis

Degree Name

Communication

Level of Degree

Masters

Department Name

Department of Communication and Journalism

First Committee Member (Chair)

Dr. Yangsun Hong

Second Committee Member

Dr. Judith McIntosh White

Third Committee Member

Dr. Tamar Ginossar

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