Just Add a Verse from the Quran: Effects of Religious Rhetoric in Gain- and Loss-Framed Anti-Alcohol Messages with a Palestinian Sample |
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Authors: | Saleem Alhabash Nasser Almutairi Mohammad Abu Rub |
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Institution: | 1.Department of Advertising?+?Public Relations, College of Communication Arts and Sciences,Michigan State University,East Lansing,USA;2.Department of Media and Information, College of Communication Arts and Sciences,Michigan State University,East Lansing,USA;3.Department of Advertising?+?Public Relations, College of Communication Arts and Sciences,Michigan State University,East Lansing,USA;4.Department of Media,Birzeit University,Birzeit,Palestine |
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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 gain-framed PSAs, but not for loss-framed PSAs. Findings are discussed within the framework of persuasion models. |
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