Framed osteoporosis prevention print advertisements

Thesis entitled Setting the Sites High: Measuring Viewer Attention to and Recall of Framed Osteoporosis Prevention Print Advertisements, completed in 2009, by Deborah O'Malley, Queen's University, Kingston, Ontario, Canada. "Building on Message Framing Theory and the Elaboration Likelihood Model (ELM), this study examined how message frame impacts viewer attention to and cognitive processing of osteoporosis prevention print ads. Attention was measured with eye tracking technology, which calculated participants’ number of fixations and dwell time. Cognitive processing was assessed through a textual masked-recall exercise. Sixty women, with a mean age of 21.25+/-2.61 years, viewed the same 36 ads . . . . Findings may help expand theory related to message framing and the ELM, while contributing to advancements in eye tracking literature and health communications practice." Abstract and PDF available for download.