Risk–Benefit Framing in Pharmaceutical Advertising: Balancing Transparency and Persuasive Effectiveness in Adverse Effect Communication Under Regulatory Constraints
- 발행기관 서강대학교 일반대학원
- 지도교수 유현재
- 발행년도 2026
- 학위수여년월 2026. 2
- 학위명 석사
- 학과 및 전공 일반대학원 신문방송학과
- 실제URI http://www.dcollection.net/handler/sogang/000000082777
- UCI I804:11029-000000082777
- 본문언어 영어
- 저작권 논문은 저작권에 의해 보호받습니다.
초록(요약문)
This study aimed to understand how the way information presented and consumer involvement influence perceptions of transparency and persuasiveness in pharmaceutical advertising, and to assess the moderating role of negativity bias. Given the increasing prevalence of direct-to-consumer (DTC) advertising and its apparent influence on individual health decisions, the experiment was designed as a 2 × 2 independent group design with 281 participants. Each participant was exposed to a simulated advertisement for an over-the-counter weight loss product, presented in either a balanced frame or a benefit-led frame, under conditions of high or low involvement. The results showed that balanced framing increased perceptions of transparency compared to benefit-led framing. Additionally, high-involvement consumers perceived transparency more significantly than low-involvement consumers. Although the interaction effect between these two factors did not reach statistical significance, the mediation analysis showed that perceived transparency played a partial mediating role, partially explaining the effects of both information presentation and interest level on persuasive effectiveness. Furthermore, the results of the moderated mediation analysis indicated that negativity bias was an important factor shaping how consumers responded to the study factors. Individuals sensitive to negative information responded more strongly to balanced messages, and their interest level also had a more significant effect than other groups. These findings contribute to clarifying the psychological mechanisms governing perceptions of transparency in pharmaceutical advertising and highlight that personal characteristics may influence how consumers evaluate advertising in the DTC environment. Keywords: perceived transparency, pharmaceutical advertising, message framing, consumer interest level, negative bias, persuasive effectiveness, moderated mediation.
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ABSTRACT. 6
I. INTRODUCTION. 8
II. LITERATURE REVIEW 12
2.1 Adverse effects communication in pharmaceutical advertising 12
2.1.1 Message framing and its impact on perceived transparency in
pharmaceutical advertising 12
2.1.2 Involvement and individual differences in perceived transparency 14
2.1.3 The interaction of message framing and level of involvement on
perceived transparency. 17
2.2 Perceived Transparency as a Mediating Mechanism in Persuasive Effectiveness
19
2.3 Negativity Bias as a Moderator of the Relationship Between Perceived
Transparency and Persuasive Effectiveness. 21
III. RESEARCH METHODOLOGY 25
3.1 Research goals 25
3.2 Participants 25
3.3 Stimulus 28
3.4 Procedure 30
3.5 Measures 33
3.6 Independent Variables 38
3.7 Mediator 40
3.8 Dependent Variable 43
3.9 Negativity bias. 45
3.10 Data Analysis. 46
IV. DATA ANALYSIS RESULT 46
4.1 Exploratory Factor Analysis. 46
4.1.1. Perceived Transparency 47
4.1.2. Persuasive Effectiveness 49
4.2 Manipulation Check 51
4.2.1. Message Framing Check 51
4.2.2. Consumer Involvement Check 52
4.3 Hypothesis testing 53
4.4 Research question examination 69
V. Discussion. 83
VI. Practical Implications for Pharmaceutical Advertising 86
VII. Limitations and Future Research 87
VIII. Conclusion 89
REFERENCE. 90
APPENDIX 100
