An experiment (N = 455) was conducted to examine the persuasive effects of two stylistic elements: gain-loss framing and emotionally evocative imagery. The theoretical model specified that perceived message valence is a direct result of the two elements and that valence subsequently influences emotional and cognitive responses and ultimately behavioral intention. With two positive, attractive message topics (free travel to the Caribbean and free tablet PC), three message conditions varied the coupling of frame and image (matched, mismatched, and no image). Results from structural equation modeling largely indicate that gain framing with matched image led to stronger effects on mediators and persuasion.

中文翻译：

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信息风格和说服的过程分析：得失框架和情绪诱导意象的影响

进行了一项实验 (N = 455) 来检查两种风格元素的说服效果：得失框架和情绪唤起的意象。理论模型指出，感知信息效价是这两个因素的直接结果，效价随后会影响情绪和认知反应，并最终影响行为意图。有两个积极的、有吸引力的消息主题（加勒比自由旅行和免费平板电脑），三个消息条件改变了框架和图像的耦合（匹配、不匹配和无图像）。结构方程模型的结果在很大程度上表明，匹配图像的增益框架对中介和说服产生了更强的影响。