Just Add a Verse from the Quran: Effects of Religious Rhetoric in Gain- and Loss-Framed Anti-Alcohol Messages with a Palestinian Sample

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 > l...

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Bibliographic Details
Main Author: Alhabash, Saleem (Author)
Contributors: Almutairi, Nasser (Other) ; Rub, Mohammad Abu (Other)
Format: Electronic Article
Language:English
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Published: Springer Science + Business Media B. V. [2017]
In: Journal of religion and health
Year: 2017, Volume: 56, Issue: 5, Pages: 1628-1643
Further subjects:B Religious Rhetoric
B Alcohol
B Prospect Theory
B Gain and loss frames
B Facebook
Online Access: Volltext (Verlag)
Volltext (doi)

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520 |a 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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