UBC Undergraduate Research

Examining the Effect of Gain/Loss Framing and Video/Text Mediums on Comprehension Diaz, Manuela; Ding, Peijia; Hamed Azimi, Amirhossein; Moncada, Valeria; Ponce de Leon, Brian

Abstract

Since 2010, UBC has been committed to reaching key milestones in sustainability. One branch of this initiative is informing campus managers about sustainable food-ware, including containers, cups and cutlery, and encouraging them to procure food-ware that are sustainable or recyclable. Previously, UBC shared a document of sustainable food-ware to inform campus managers to purchase sustainable options, however little compliance has been observed, thus a new video format will be used to observe comprehension differences between the two mediums. Preliminary research suggests a video format may enhance comprehension therefore the study will test the two different mediums attached to a loss or gain framed message in order to observe the impact on comprehension. Background research suggests that a loss-frame paired with a video would increase comprehension. The survey created outlined 4 conditions and a loss-framed video is hypothesized to demonstrate the greatest effect size. No statistical difference was observed between the 4 conditions, which may be due to the small sample size and incorrect population. The hypothesis was not proven, however, all video conditions tended to perform better than text. In particular, the loss-framed video obtained the best comprehension score out of all 4, which prompts opportunities for further research. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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Attribution-NonCommercial-NoDerivatives 4.0 International

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