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Annals of Behavioral Medicine
Erschienen in: Annals of Behavioral Medicine 2/2016

24.11.2015 | Original Article

When Different Message Frames Motivate Different Routes to the Same Health Outcome

verfasst von: Mary A. Gerend, Ph.D., Melissa A. Shepherd, M.S.

Erschienen in: Annals of Behavioral Medicine | Ausgabe 2/2016

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Abstract

Background

Message framing is an effective strategy for promoting health behavior.

Purpose

We examined the relative effectiveness of framed messages that simultaneously promoted two different health behaviors—eating a calcium-rich diet and taking calcium supplements—for preventing osteoporosis. Because those behaviors are associated with different perceptions of risk, we predicted that gain- and loss-framed messages would have opposite effects.

Methods

In two experiments, participants (N1 = 69; N2 = 219) were randomly assigned to a gain- or loss-framed message presenting two osteoporosis prevention behaviors.

Results

A gain-framed advantage was observed for dietary calcium consumption, but the opposite—a loss-framed advantage—was observed for use of calcium supplements. Message frame interacted with baseline calcium consumption behavior for some outcomes.

Conclusions

Both gain- and loss-framed messages increased osteoporosis prevention behavior, but their relative effectiveness depended on the type of behavior. Framed messages can have opposite effects on different behaviors used to achieve a common health goal.
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Fußnoten
1
After data collection was complete, we realized that we failed to ask participants to exclude supplements (chews) they received from the lab when answering this question and thus it was not an appropriate measure because it did not differentiate between chews ingested at the lab and supplements eaten during the 2-week follow-up period. Findings from a logistic regression analysis revealed no difference in supplement use at follow-up among women in the gain- versus loss-framed condition.
 
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Metadaten
Titel
When Different Message Frames Motivate Different Routes to the Same Health Outcome
verfasst von
Mary A. Gerend, Ph.D.
Melissa A. Shepherd, M.S.
Publikationsdatum
24.11.2015
Verlag
Springer US
Erschienen in
Annals of Behavioral Medicine / Ausgabe 2/2016
Print ISSN: 0883-6612
Elektronische ISSN: 1532-4796
DOI
https://doi.org/10.1007/s12160-015-9757-5

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