This study used Mind Wave, a brain wave–reading device from NeuroSky, to replace self-reporting measures in the examination of the effects of advertisement messages and understand audiences’ underlying attention on the delivered ideas and its relation to the physiological process behind message framing for smoking cessation. A total of 130 undergraduate male students consisting of 65 smokers and 65 non-smokers participated in the between-subject experimental study. The results revealed that participants who are smokers and received positively framed messages showed higher attention on smoking cessation than the negatively framed group. In contrast, participants who are non-smokers and received negatively framed messages had better attention. This showed that the framed message strategy is a better option for public health-care advertising.

This study examined the communication effects of smoking cessation by using message framing (positive messages/negative messages) and audience situation (smoker/nonsmoker and high/low self-efficacy). The study used 207 valid homogeneous subjects and a between-subject experiment method was employed for analyses. The results showed that the communication effects were influenced by the interactive effects of message framing and audience situation, and for smokers, positive messages have a more significant effect than negative ones. In addition, positive messages with low self-efficacy have a better effect. The study concludes that different message framing have a variety of communication effects on audiences within different self-efficacy levels and audience situations.

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This paper examines the issue of relationship marketing (RM) in SSCI. Using citation analysis from the Web of Science, the study shows that 170 articles related to RM were published in the leading peer-review academic journals between 1999 and 2005. Our findings support Grönroos' (1999) view that RM research has a competitive advantage in the new era. Our citation analysis finds evidence that published RM-related papers increased in 2005 as compared to 1999, and most articles were published in influential social science journals, with a higher impact factor. We also provide several implications in the discussion section.

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