Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks

During the COVID-19 pandemic, many businesses displayed signs to promote preventive behaviors, such as wearing masks in public, but the effectiveness of this practice largely remains unknown. This research investigates the interaction effect between gain-loss framing and self-other-interest appeals on individual issue judgment of mask-wearing in public. Additionally, it examines the moderating role of perceived situational risks on such...