ByungGu Lee - Academia.edu (original) (raw)

Vol. 8 (2020) by ByungGu Lee

Review of Communication Research, 2020

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing, and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a consideration, rendering it less usable for subsequent judgments. Thus, it opens a new avenue for cognitive effects research. In the interest of integrating these strands of cognitive effects research, we propose the Judged Usability Model as a revision of past cognitive models.

Papers by ByungGu Lee

Mass Communication and Society, Feb 27, 2019

This study examines how risk assertions and relevant statistics presented in different number for... more This study examines how risk assertions and relevant statistics presented in different number formats interact to influence emotional and cognitive outcomes. Experimental news stories present risk assertions that highlight either safety from or vulnerability to violent crime; these assertions are accompanied by crime statistics in absolute frequency, simple fraction, or percentage format. Although it may be tempting to assume that national statistics in absolute frequency format create a greater impression due to the sheer size of the numbers, our results show that only probability formats, including simple fractions and percentages, interact with assertions to generate amplified emotions. Furthermore, we find that negative emotions play a mediating role in producing ByungGu Lee (M.S., Syracuse University, 2009) is a Ph.D. student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests include media effects and audience psychology in the context of political decision making. Jiawei Liu (M.S., University of Illinois at Urbana-Champaign, 2013) is a Ph.D. student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests include media effects and communication technologies with an emphasis on framing effects in digital contexts. Hyesun Choung (M.A., Yonsei University, 2013) is a doctoral student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. Her research focuses on the psychological underpinnings of media effects in political and health communication contexts.

Mass Communication and Society, Jan 6, 2020

This study examines the cognitive mechanisms behind agenda-setting and priming effects. Recent ev... more This study examines the cognitive mechanisms behind agenda-setting and priming effects. Recent evidence suggessts that accessibility effects within network models of memory are not well suited to explain agenda-setting and priming effects. This article attempts to provide additional evidence regarding the roles of issue accessibility and message content in agenda-setting and priming processes. Our findings indicate that changes in issue accessibility are not a sufficient condition for agenda-setting and priming effects. Instead, the content of mediated messages that validates an issue as a matter of public concern is shown to be the primary explanation of agenda-setting and priming effects. Different psychological processes observed in social psychological studies and political communication studies as well as theoretical relationships between agenda setting and priming are discussed.

Mass Communication and Society, Feb 6, 2019

Research has shown that message frames can shape a reader's subsequent judgments on political iss... more Research has shown that message frames can shape a reader's subsequent judgments on political issues. In the online news environment, additional cues outside the story may be present that can affect the power of the frame. This online experiment investigates the role of repetitive cues in the framing processes using news editorials and their accompanying recommended headlines that repeat the editorial's frame. Results suggest that regarding issue-related attitudes and emotions, consistent frame repetition reinforced the effects of the original article when the frame's relevance to the readers was high but undermined the article's impact when the relevance was low. Implications for framing studies and online news consumption are discussed.

Journalism & Mass Communication Quarterly, Jul 22, 2020

Statistical information permeates media messages, but little is known about how the use of differ... more Statistical information permeates media messages, but little is known about how the use of different presentation formats influences message processing. Thus, we explore numerical framing effects by examining how presentation formats interact with gain/ loss frames to alter message processing and issue perceptions. We found that logically equivalent information embedded in gain/loss frames generated different levels of comprehension when it was presented in a frequency format. The gap, however, disappeared when it was displayed in a percentage format. Different comprehension levels then shaped negative emotions differently, which in turn affected perceived issue seriousness. Mediational analyses tentatively suggest that numerical framing occurred through cognitive and emotional responses. The implications are discussed.

Review of communication research, 2022

is a Ph.D. candidate in the School of Journalism and Mass Communication at the University of Wisc... more is a Ph.D. candidate in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. Her research examines how communication technologies shape the ways citizens engage with political messages in a polarized political environment. Sang Jung Kim is a Ph.D. candidate at the School of Journalism & Mass Communication, University of Wisconsin-Madison. Her interest focuses on the interaction between technology and the politics of social identities. Ran Tao is a doctoral student at the School of Journalism & Mass Communication, University of Wisconsin-Madison. Her research focuses on how the interplay between emotion and cognition influences the effects of persuasive messages.

Health Education & Behavior, Aug 17, 2018

The rising prevalence rate of obesity in the United States has accentuated concerns about obesity... more The rising prevalence rate of obesity in the United States has accentuated concerns about obesity-related problems as a major public health issue, which has motivated widespread efforts to increase public knowledge and to motivate individuals to change their relevant behaviors. Although health campaign messages commonly include information about prevalence rates for obesity, the impact of obesity labeling and prevalence rate descriptions in such messages has been overlooked by researchers. This online framing experiment fills the research gap by investigating the effects of obesity labeling (disease vs. body type) and prevalence statistics (prevalence rates of obesity, extreme obesity, combined overweight-obesity, or no prevalence information). Our findings suggest that obesity perceptions deviate from reality and that participants use framed cues in the health message as reference points when making judgments related to the nature and prevalence of obesity. Moreover, this study shows that even accurate information might lead to inaccurate perceptions as a result of framing, and perceptions of the nature and prevalence of obesity mediate the effects of framing on behavioral intentions. Implications for obesity framing and the design of public health messages are discussed.

International Journal of Public Opinion Research, Sep 1, 2015

When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of I... more When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of Internet users use search engines (Zickuhr, 2010) and turn to them first when searching for news (‘‘Views of the news, " 2011). As of June 2012, Americans had conducted 17 billion searches in a month (Flosi, 2012), the number of which indicates the immensity of information being sought, provided, and consumed through online searches. This observation suggests the possibility that online searches may be an important element in the processes of public opinion formation. With most online searches being intended for information consumption, search volume of an issue may indicate the issue’s public salience because the salience of an issue transfers in the process of

Review of communication research, 2020

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing, and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a consideration, rendering it less usable for subsequent judgments. Thus, it opens a new avenue for cognitive effects research. In the interest of integrating these strands of cognitive effects research, we propose the Judged Usability Model as a revision of past cognitive models.

Health Education & Behavior, 2018

The rising prevalence rate of obesity in the United States has accentuated concerns about obesity... more The rising prevalence rate of obesity in the United States has accentuated concerns about obesity-related problems as a major public health issue, which has motivated widespread efforts to increase public knowledge and to motivate individuals to change their relevant behaviors. Although health campaign messages commonly include information about prevalence rates for obesity, the impact of obesity labeling and prevalence rate descriptions in such messages has been overlooked by researchers. This online framing experiment fills the research gap by investigating the effects of obesity labeling (disease vs. body type) and prevalence statistics (prevalence rates of obesity, extreme obesity, combined overweight–obesity, or no prevalence information). Our findings suggest that obesity perceptions deviate from reality and that participants use framed cues in the health message as reference points when making judgments related to the nature and prevalence of obesity. Moreover, this study sho...

Mass Communication and Society, 2019

This study examines how risk assertions and relevant statistics presented in different number for... more This study examines how risk assertions and relevant statistics presented in different number formats interact to influence emotional and cognitive outcomes. Experimental news stories present risk assertions that highlight either safety from or vulnerability to violent crime; these assertions are accompanied by crime statistics in absolute frequency, simple fraction, or percentage format. Although it may be tempting to assume that national statistics in absolute frequency format create a greater impression due to the sheer size of the numbers, our results show that only probability formats, including simple fractions and percentages, interact with assertions to generate amplified emotions. Furthermore, we find that negative emotions play a mediating role in producing pessimistic risk assessments. Our findings reveal how people process numerical information and its impact on emotional and cognitive responses. This article also discusses the empirical and methodological implications for framing research, as well as cognitive aspects of emotional reactions and the nature of emotional effects on risk perceptions.

Journalism & Mass Communication Quarterly, 2014

With the increase in citizen-generated news, the need to understand how individual predisposition... more With the increase in citizen-generated news, the need to understand how individual predispositions interact with news sources to influence perceptions of news credibility becomes increasingly important. Using a web-based experiment, this study examines the influences individual predispositions toward the media and politics have on perceived credibility of mainstream and citizen journalism. Analyzing data drawn from a representative sample of the U.S. adult population, results indicate that media skepticism and political cynicism interact, such that cynics and skeptics perceive citizen journalism as more credible, while non-cynics and non-skeptics think mainstream journalism is more credible.

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a cons...

When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of I... more When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of Internet users use search engines (Zickuhr, 2010) and turn to them first when searching for news (‘‘Views of the news, " 2011). As of June 2012, Americans had conducted 17 billion searches in a month (Flosi, 2012), the number of which indicates the immensity of information being sought, provided, and consumed through online searches. This observation suggests the possibility that online searches may be an important element in the processes of public opinion formation. With most online searches being intended for information consumption, search volume of an issue may indicate the issue’s public salience because the salience of an issue transfers in the process of

Review of Communication Research

This review introduces a conceptual framework with three elements to highlight the richness of th... more This review introduces a conceptual framework with three elements to highlight the richness of the framing effects literature, while providing structure to address its fragmented nature. Our first element identifies and discusses the Enduring Issues that confront framing effects researchers. Second, we introduce the Semantic Architecture Model (SAM), which builds on the premise that meaning can be framed at different textual units within a text, which can form the basis of frame manipulations in framing effects experiments. Third, we provide an Inventory of Framing Effects Research Components used in framing effects research illustrated with salient examples from the framing effects literature. By offering this conceptual framework, we make the case for revitalizing framing effects research.

Journalism & Mass Communication Quarterly

Statistical information permeates media messages, but little is known about how the use of differ... more Statistical information permeates media messages, but little is known about how the use of different presentation formats influences message processing. Thus, we explore numerical framing effects by examining how presentation formats interact with gain/loss frames to alter message processing and issue perceptions. We found that logically equivalent information embedded in gain/loss frames generated different levels of comprehension when it was presented in a frequency format. The gap, however, disappeared when it was displayed in a percentage format. Different comprehension levels then shaped negative emotions differently, which in turn affected perceived issue seriousness. Mediational analyses tentatively suggest that numerical framing occurred through cognitive and emotional responses. The implications are discussed.

Mass Communication and Society

Mass Communication and Society

Review of Communication Research, 2020

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing, and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a consideration, rendering it less usable for subsequent judgments. Thus, it opens a new avenue for cognitive effects research. In the interest of integrating these strands of cognitive effects research, we propose the Judged Usability Model as a revision of past cognitive models.

Mass Communication and Society, Feb 27, 2019

This study examines how risk assertions and relevant statistics presented in different number for... more This study examines how risk assertions and relevant statistics presented in different number formats interact to influence emotional and cognitive outcomes. Experimental news stories present risk assertions that highlight either safety from or vulnerability to violent crime; these assertions are accompanied by crime statistics in absolute frequency, simple fraction, or percentage format. Although it may be tempting to assume that national statistics in absolute frequency format create a greater impression due to the sheer size of the numbers, our results show that only probability formats, including simple fractions and percentages, interact with assertions to generate amplified emotions. Furthermore, we find that negative emotions play a mediating role in producing ByungGu Lee (M.S., Syracuse University, 2009) is a Ph.D. student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests include media effects and audience psychology in the context of political decision making. Jiawei Liu (M.S., University of Illinois at Urbana-Champaign, 2013) is a Ph.D. student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests include media effects and communication technologies with an emphasis on framing effects in digital contexts. Hyesun Choung (M.A., Yonsei University, 2013) is a doctoral student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. Her research focuses on the psychological underpinnings of media effects in political and health communication contexts.

Mass Communication and Society, Jan 6, 2020

This study examines the cognitive mechanisms behind agenda-setting and priming effects. Recent ev... more This study examines the cognitive mechanisms behind agenda-setting and priming effects. Recent evidence suggessts that accessibility effects within network models of memory are not well suited to explain agenda-setting and priming effects. This article attempts to provide additional evidence regarding the roles of issue accessibility and message content in agenda-setting and priming processes. Our findings indicate that changes in issue accessibility are not a sufficient condition for agenda-setting and priming effects. Instead, the content of mediated messages that validates an issue as a matter of public concern is shown to be the primary explanation of agenda-setting and priming effects. Different psychological processes observed in social psychological studies and political communication studies as well as theoretical relationships between agenda setting and priming are discussed.

Mass Communication and Society, Feb 6, 2019

Research has shown that message frames can shape a reader's subsequent judgments on political iss... more Research has shown that message frames can shape a reader's subsequent judgments on political issues. In the online news environment, additional cues outside the story may be present that can affect the power of the frame. This online experiment investigates the role of repetitive cues in the framing processes using news editorials and their accompanying recommended headlines that repeat the editorial's frame. Results suggest that regarding issue-related attitudes and emotions, consistent frame repetition reinforced the effects of the original article when the frame's relevance to the readers was high but undermined the article's impact when the relevance was low. Implications for framing studies and online news consumption are discussed.

Journalism & Mass Communication Quarterly, Jul 22, 2020

Statistical information permeates media messages, but little is known about how the use of differ... more Statistical information permeates media messages, but little is known about how the use of different presentation formats influences message processing. Thus, we explore numerical framing effects by examining how presentation formats interact with gain/ loss frames to alter message processing and issue perceptions. We found that logically equivalent information embedded in gain/loss frames generated different levels of comprehension when it was presented in a frequency format. The gap, however, disappeared when it was displayed in a percentage format. Different comprehension levels then shaped negative emotions differently, which in turn affected perceived issue seriousness. Mediational analyses tentatively suggest that numerical framing occurred through cognitive and emotional responses. The implications are discussed.

Review of communication research, 2022

is a Ph.D. candidate in the School of Journalism and Mass Communication at the University of Wisc... more is a Ph.D. candidate in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. Her research examines how communication technologies shape the ways citizens engage with political messages in a polarized political environment. Sang Jung Kim is a Ph.D. candidate at the School of Journalism & Mass Communication, University of Wisconsin-Madison. Her interest focuses on the interaction between technology and the politics of social identities. Ran Tao is a doctoral student at the School of Journalism & Mass Communication, University of Wisconsin-Madison. Her research focuses on how the interplay between emotion and cognition influences the effects of persuasive messages.

Health Education & Behavior, Aug 17, 2018

The rising prevalence rate of obesity in the United States has accentuated concerns about obesity... more The rising prevalence rate of obesity in the United States has accentuated concerns about obesity-related problems as a major public health issue, which has motivated widespread efforts to increase public knowledge and to motivate individuals to change their relevant behaviors. Although health campaign messages commonly include information about prevalence rates for obesity, the impact of obesity labeling and prevalence rate descriptions in such messages has been overlooked by researchers. This online framing experiment fills the research gap by investigating the effects of obesity labeling (disease vs. body type) and prevalence statistics (prevalence rates of obesity, extreme obesity, combined overweight-obesity, or no prevalence information). Our findings suggest that obesity perceptions deviate from reality and that participants use framed cues in the health message as reference points when making judgments related to the nature and prevalence of obesity. Moreover, this study shows that even accurate information might lead to inaccurate perceptions as a result of framing, and perceptions of the nature and prevalence of obesity mediate the effects of framing on behavioral intentions. Implications for obesity framing and the design of public health messages are discussed.

International Journal of Public Opinion Research, Sep 1, 2015

When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of I... more When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of Internet users use search engines (Zickuhr, 2010) and turn to them first when searching for news (‘‘Views of the news, " 2011). As of June 2012, Americans had conducted 17 billion searches in a month (Flosi, 2012), the number of which indicates the immensity of information being sought, provided, and consumed through online searches. This observation suggests the possibility that online searches may be an important element in the processes of public opinion formation. With most online searches being intended for information consumption, search volume of an issue may indicate the issue’s public salience because the salience of an issue transfers in the process of

Review of communication research, 2020

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing, and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a consideration, rendering it less usable for subsequent judgments. Thus, it opens a new avenue for cognitive effects research. In the interest of integrating these strands of cognitive effects research, we propose the Judged Usability Model as a revision of past cognitive models.

Health Education & Behavior, 2018

The rising prevalence rate of obesity in the United States has accentuated concerns about obesity... more The rising prevalence rate of obesity in the United States has accentuated concerns about obesity-related problems as a major public health issue, which has motivated widespread efforts to increase public knowledge and to motivate individuals to change their relevant behaviors. Although health campaign messages commonly include information about prevalence rates for obesity, the impact of obesity labeling and prevalence rate descriptions in such messages has been overlooked by researchers. This online framing experiment fills the research gap by investigating the effects of obesity labeling (disease vs. body type) and prevalence statistics (prevalence rates of obesity, extreme obesity, combined overweight–obesity, or no prevalence information). Our findings suggest that obesity perceptions deviate from reality and that participants use framed cues in the health message as reference points when making judgments related to the nature and prevalence of obesity. Moreover, this study sho...

Mass Communication and Society, 2019

This study examines how risk assertions and relevant statistics presented in different number for... more This study examines how risk assertions and relevant statistics presented in different number formats interact to influence emotional and cognitive outcomes. Experimental news stories present risk assertions that highlight either safety from or vulnerability to violent crime; these assertions are accompanied by crime statistics in absolute frequency, simple fraction, or percentage format. Although it may be tempting to assume that national statistics in absolute frequency format create a greater impression due to the sheer size of the numbers, our results show that only probability formats, including simple fractions and percentages, interact with assertions to generate amplified emotions. Furthermore, we find that negative emotions play a mediating role in producing pessimistic risk assessments. Our findings reveal how people process numerical information and its impact on emotional and cognitive responses. This article also discusses the empirical and methodological implications for framing research, as well as cognitive aspects of emotional reactions and the nature of emotional effects on risk perceptions.

Journalism & Mass Communication Quarterly, 2014

With the increase in citizen-generated news, the need to understand how individual predisposition... more With the increase in citizen-generated news, the need to understand how individual predispositions interact with news sources to influence perceptions of news credibility becomes increasingly important. Using a web-based experiment, this study examines the influences individual predispositions toward the media and politics have on perceived credibility of mainstream and citizen journalism. Analyzing data drawn from a representative sample of the U.S. adult population, results indicate that media skepticism and political cynicism interact, such that cynics and skeptics perceive citizen journalism as more credible, while non-cynics and non-skeptics think mainstream journalism is more credible.

This review synthesizes the existing literature on cognitive media effects, including agenda sett... more This review synthesizes the existing literature on cognitive media effects, including agenda setting, framing, and priming, in order to identify their similarities, differences, and inherent commonalities. Based on this review, we argue that the theory and research on each of these cognitive effects share a common view that media affect audience members by influencing the relative importance of considerations used to make subsequent judgments (including their answers to post-exposure survey questions). In reviewing this literature, we note that one important factor is often ignored, the extent to which a consideration featured in the message is deemed usable for a given subsequent judgment, a factor called judged usability, which may be an important mediator of cognitive media effects like agenda setting, framing and priming. Emphasizing judged usability leads to the revelation that media coverage may not just elevate a particular consideration, but may also actively suppress a cons...

When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of I... more When individuals navigate the Internet, their compass is a search engine. Approximately 90 % of Internet users use search engines (Zickuhr, 2010) and turn to them first when searching for news (‘‘Views of the news, " 2011). As of June 2012, Americans had conducted 17 billion searches in a month (Flosi, 2012), the number of which indicates the immensity of information being sought, provided, and consumed through online searches. This observation suggests the possibility that online searches may be an important element in the processes of public opinion formation. With most online searches being intended for information consumption, search volume of an issue may indicate the issue’s public salience because the salience of an issue transfers in the process of

Review of Communication Research

This review introduces a conceptual framework with three elements to highlight the richness of th... more This review introduces a conceptual framework with three elements to highlight the richness of the framing effects literature, while providing structure to address its fragmented nature. Our first element identifies and discusses the Enduring Issues that confront framing effects researchers. Second, we introduce the Semantic Architecture Model (SAM), which builds on the premise that meaning can be framed at different textual units within a text, which can form the basis of frame manipulations in framing effects experiments. Third, we provide an Inventory of Framing Effects Research Components used in framing effects research illustrated with salient examples from the framing effects literature. By offering this conceptual framework, we make the case for revitalizing framing effects research.

Journalism & Mass Communication Quarterly

Statistical information permeates media messages, but little is known about how the use of differ... more Statistical information permeates media messages, but little is known about how the use of different presentation formats influences message processing. Thus, we explore numerical framing effects by examining how presentation formats interact with gain/loss frames to alter message processing and issue perceptions. We found that logically equivalent information embedded in gain/loss frames generated different levels of comprehension when it was presented in a frequency format. The gap, however, disappeared when it was displayed in a percentage format. Different comprehension levels then shaped negative emotions differently, which in turn affected perceived issue seriousness. Mediational analyses tentatively suggest that numerical framing occurred through cognitive and emotional responses. The implications are discussed.

Mass Communication and Society

Mass Communication and Society