The influence of self‐efficacy on the effects of framed health messages

Health promoting messages can be framed in terms of the gains that are associated with healthy behaviour, or the losses that are associated with unhealthy behaviour. In this study, we examined the influence of self‐efficacy to quit smoking on the effects of gain framed and loss framed anti‐smoking messages in a randomized controlled trial among 539 adult smokers. Participants with a high self‐efficacy to quit smoking reported higher levels of motivation to quit smoking after receiving a loss framed message than after receiving a gain framed message or no message. For these participants receiving a gain framed message did not result in a higher motivation to quit smoking than receiving no message. For participants with a low self‐efficacy to quit smoking there were no differences in motivation to quit smoking between the gain framed message condition, loss framed message condition and control condition. Our results suggest that self‐efficacy can moderate the effects of message framing on persuasion. Copyright © 2008 John Wiley & Sons, Ltd.     

Effects of construal level and need for cognition on consumers' responses to temporally framed benefits

Applying construal level (CL) theory as a theoretical framework, this study examined the conditions under which temporally framed messages are effective. A 2(temporal framing: near‐future vs. distant‐future rewards) × 2(CL: high vs. low) × 2(need for cognition: high vs. low) between‐subjects design was employed. Data from two online experiments showed that consumers generated more favorable responses to the ad when the temporal distance matched consumer CL. Low‐construal consumers, either chronic or primed, were found to prefer product information framed with near‐future rewards. This CL temporal match effect appeared for consumers high in need for cognition only. Further, the matched message enhanced consumers' perception of message quality and this perceived message quality mediated the effect of the CL temporal match on consumer responses to the ad. Theoretical and managerial implications were discussed.     

The effects of message framing on behavioral prevalence assumptions

Based on attribution theory and the logic of conversational norms, we predicted that image‐based health communications can alter prevalence estimates for health behaviors. In two studies, participants were exposed either to a positively‐framed or negatively‐framed communication advocating for specific health behaviors. As predicted, participants who read a health communication rated healthy behaviors as less common when positive attributes were associated with healthy choices than when negative attributes were associated with unhealthy choices. The second study revealed that this pattern was most pronounced among participants who reported initial uncertainty about behavioral norms. These findings suggest that positively‐framed influence attempts can promote prevalence assumptions that work against the influence attempt. Copyright © 2002 John Wiley & Sons, Ltd.     

Need for Cognition Moderates Responses to Framed Smoking‐Cessation Messages1

Smoking‐cessation messages usually emphasize the costs of continuing to smoke (loss‐framed). However, prospect theory suggests that messages that instead emphasize the benefits of quitting smoking (gain‐framed) could be more effective than loss‐framed messages because smoking cessation is likely viewed as a cancer‐prevention behavior with a certain rather than a risky outcome. In this study, smokers at public events read brochures containing brief gain‐ or loss‐framed smoking‐cessation messages. The influence of framing was moderated by participants' need for cognition (NFC). Individuals lower in NFC had greater intention to quit after reading a gain‐framed message than after reading a loss‐framed message a finding consistent with our predictions whereas framing did not affect the persuasiveness of messages among people higher in NFC.     

Regulatory fit in framing strategy of parental persuasive messages to young children

The present research examined regulatory fit in parental messages aimed at young children. Study 1 measured parents' chronic regulatory focus, asking them to select either positively or negatively framed messages for promotion‐ and prevention‐focused outcomes. The results showed that parents preferred positive frames for promotion‐focused messages and negative frames for prevention‐focused messages. Furthermore, parents with a chronic promotion focus favored a positively framed strategy more than parents with a prevention focus. Study 2 found that parents adopted different message strategies depending on whether they favored an active responsive or an active restrictive parenting style. Together, these findings demonstrate for the first time the applicability of regulatory focus/fit theory to explain parents' preferences for positively and negatively framed messages targeting children.     

Exploring the Valence‐Framing Effect: Negative Framing Enhances Attitude Strength

In his now‐classic research on inoculation theory, McGuire (1964 ) demonstrated that exposing people to an initial weak counterattitudinal message could lead to enhanced resistance to a subsequent stronger counterattitudinal message. More recently, research on the valence‐framing effect ( Bizer & Petty, 2005 ) demonstrated an alternative way to make attitudes more resistant. Simply framing a person's attitude negatively (i.e., in terms of a rejected position such as anti‐Democrat) led to more resistance to an attack on that attitude than did framing the same attitude positively (i.e., in terms of a preferred position such as pro‐Republican). Using an election context, the current research tested whether valence framing influences attitude resistance specifically or attitude strength more generally, providing insight into the effect's mechanism and generalizability. In two experiments, attitude valence was manipulated by framing a position either negatively or positively. Experiment 1 showed that negatively framed attitudes were held with more certainty than were positively framed attitudes. In Experiment 2, conducted among a representative sample of residents of two U.S. states during political campaigns, negatively framed attitudes demonstrated higher levels of attitude certainty and attitude‐consistent behavioral intentions than did attitudes that were framed positively. Furthermore, the effect of valence framing on behavioral intentions was mediated by attitude certainty. Valence framing thus appears to be a relatively low‐effort way to impact multiple features associated with strong attitudes.     

The effectiveness of road safety interventions using three different messages: Emotional,factual or a combination of both messages

The present study is an evaluation of a road safety intervention programme dealing with alcohol in traffic. The intervention was based on a programme developed by the Swedish Road Administration using three different messages. The aim of the study was to evaluate which message (emotional, factual or a combination of both messages) had the largest effect on the variables included in the theory of planned behaviour (TPB). Of the 930 Senior High School Students who took part in the study 265 received an emotional message, 251 received a factual message, 254 received a combination of both messages and 160 were assigned to a control group who did not receive any message. Two scenarios were used describing situations where the participants would receive a lift from someone who had drunk two ‘strong’ beers and was either someone they did not know very well or their best friend. The results showed that the intervention combining the emotional and the factual message had the largest effect on the variables included in the theory of planned behaviour (TPB). Attitude was affected the most by the interventions while further activities need to be taken in order to better target perceived behavioural control and especially subjective norm and thereby also intention.     

Self-affirmation and physical activity messages

We examined the effects of a self-affirmation intervention in conjunction with message frame on attentional bias toward physical activity messages, and explicit psychological and behavioral responses to these messages. Inactive participants (N = 153) completed either a self-affirmation or a control task, were told they were not active enough for health benefits, then read either a gain or loss-framed message, followed by an attentional bias task and questionnaires measuring message processing, psychological reactions and behavior. One week later, participants completed an on-line measure of physical activity. Message frame did not moderate the self-affirmation effect. Self-affirmed participants reported slightly higher self-efficacy for exercising in the future and slightly lower, but not significant, perceived threat than participants in the control group. Self-affirmation and messages may need to be further supplemented with more intense interventions accompanied with adequate resources to facilitate intentions for and actual behavioral change for a complex behavior like physical activity.     

Antecedents and moderators of behavioral intention: differences between U.S. and Taiwanese students

The purpose of this study was to investigate the relative influence of attitude toward the act, subjective norm, and perceived behavioral control on consumers' purchase intention when consumers possess different levels of product knowledge (subjective and objective). The magnitude of the influence is compared across two different societies (U.S. and Taiwanese). U.S. (N = 295) and Taiwanese (N = 297) college students participated. The results showed that the relative importance of attitude toward the act, subjective norm, and perceived behavioral control in predicting purchase intention varied across consumers with different levels of product knowledge (subjective or objective) for the U.S. participants. However, the moderating effect of product knowledge was less profound for the Taiwanese participants.     

Conversation Orientation and Cognitive Processes: A Comparison of U.S. Students in Initial Interaction With Native‐ Versus Nonnative‐Speaking Partners

The present study compares thought patterns, perceptions of interaction (perceived interaction smoothness and interaction involvement), and conversation orientation of U.S. students (N = 60) in dyadic interaction with a partner who is either another American or a non‐American nonnative speaker of English. As hypothesized, U.S. participants with nonnative‐speaking partners perceived interaction as more difficult, or less smooth, than did their counterparts with native‐speaking partners. U.S. participants with nonnative‐speaking partners also displayed different thought patterns, having more thoughts showing confusion, as well as more thoughts focused on the partner and less on the content of the ongoing conversation, than those with fellow native‐speaking partners. U.S. participants with a nonnative‐speaking partner also exhibited a different conversation orientation pattern, focusing more on understanding of the other's message, less on clarifying their own message, and less on displaying their own involvement. Specific thought categories and perceived interaction smoothness were correlated with conversation orientation indices for participants in interactions between native and nonnative speakers. Finally, interaction involvement was found to contribute most to variation in perceived interaction smoothness for both U.S. and non‐U.S. participants in interactions between native and nonnative speakers. Implications of the findings are discussed.     

The persuasive effects of framing messages on fruit and vegetable consumption according to regulatory focus theory

According to Regulatory Focus theory (RFT), outcomes in persuasive messages can be framed in four different ways, as gains, non-gains, losses or non-losses. In study 1, the persuasiveness of all four frames was compared and the presence/absence effect that was expected on the basis of the feature-positive effect was verified: Statements about present outcomes (gain, loss) were more persuasive than those about absent outcomes (non-gain, non-loss). However, this study failed to support the prediction that a gain-framed message would be more persuasive than a loss-framed message when promoting a prevention behaviour. Study 2 was designed to examine the latter finding. It was hypothesised that the threat posed by the loss-framed message in study 1 was too low to elicit a defensive reaction. Therefore, in study 2, the personal relevance of the gain and the loss framed message was manipulated. Consistent with predictions, the gain-framed message was more persuasive than the loss-framed message, but only when the message was personalised to increase self-relevance. Moreover, the effect was due to a significant drop in persuasion in the loss condition, probably caused by a defensive reaction. These data shed a new light on the findings of past framing studies.     

The persuasive effects of framing messages on fruit and vegetable consumption according to regulatory focus theory

According to Regulatory Focus theory (RFT), outcomes in persuasive messages can be framed in four different ways, as gains, non-gains, losses or non-losses. In study 1, the persuasiveness of all four frames was compared and the presence/absence effect that was expected on the basis of the feature-positive effect was verified: Statements about present outcomes (gain, loss) were more persuasive than those about absent outcomes (non-gain, non-loss). However, this study failed to support the prediction that a gain-framed message would be more persuasive than a loss-framed message when promoting a prevention behaviour. Study 2 was designed to examine the latter finding. It was hypothesised that the threat posed by the loss-framed message in study 1 was too low to elicit a defensive reaction. Therefore, in study 2, the personal relevance of the gain and the loss framed message was manipulated. Consistent with predictions, the gain-framed message was more persuasive than the loss-framed message, but only when the message was personalised to increase self-relevance. Moreover, the effect was due to a significant drop in persuasion in the loss condition, probably caused by a defensive reaction. These data shed a new light on the findings of past framing studies.     

Relative Persuasiveness of Gain‐ Versus Loss‐Framed Human Papillomavirus Vaccination Messages for the Present‐ and Future‐Minded

This research examines how young adults' attitudes toward human papillomavirus (HPV) vaccination and their intentions to get the vaccine are influenced by the framing of health messages (gain vs. loss) and time orientation (i.e., the extent to which people value immediate vs. distant consequences of their decisions). Results of an experiment showed an overall persuasive advantage for loss‐framed messages. Attitudes and behavioral intentions toward HPV vaccination were found to be more favorable among future‐minded individuals. Moreover, an interaction between framing and time orientation was found to predict persuasive outcomes. Present‐minded participants responded more favorably to the loss‐framed message, whereas future‐minded participants were equally persuaded by both frames. Implications of the findings for vaccine risk communication are discussed.     

Responses to messages about health behaviors: The influence of repressive coping

This study examined the impact of messages that promoted health behaviors on repressors (persons who report low levels of anxiety and a high need to appear socially desirable), high anxiety participants (persons who report high levels of anxiety and a low need to appear socially desirable), and low anxiety participants (persons who report low anxiety and a low need to appear socially desirable). It was hypothesized that repressors would be more influenced by messages encouraging health promotion behaviors than messages encouraging disease detection behaviors. Also it was hypothesized that low anxiety participants and high anxiety participants would be equally influenced by messages about both types of behavior. To test these hypotheses 40 repressors, 40 high anxiety, and 40 low anxiety participants were randomly assigned to read a message that encouraged the performance of either a disease detection or health promotion behavior. Then participants were asked to indicate their intention to perform the behavior and then were asked to recall the message. The results indicated that repressors spent less time reading the messages and recalled less of the messages about detection behaviors than messages about promotion behaviors.     

The Effects of Source Credibility and Message Framing on Exercise Intentions,Behaviors, and Attitudes: An Integration of the Elaboration Likelihood Model and Prospect Theory1

This study examined the influence of source credibility and message framing on promoting physical exercise in university students. Participants were randomly assigned to reading a positively or negatively framed communication that was attributed to either a credible or a noncredible source. Exercise intentions and attitudes were measured immediately following the delivery of the communication and following a 2‐week delay. Exercise behavior was also measured following the delay. There were Source Frame interactions for the exercise intentions, exercise behaviors, and cognitive response/elaboration measures such that participants receiving a positively framed communication from a credible source elaborated more and reported more positive exercise intentions and behaviors than participants in the other conditions. The results of the present investigation indicate that it might be beneficial for health professionals to provide exercise‐related information stressing the benefits of participating in exercise, rather than the traditional fear appeals, to motivate clients to engage in regular physical exercise. Implications for future research are discussed.     

The cultural congruency effect: Culture, regulatory focus, and the effectiveness of gain- vs. loss-framed health messages

The present study contributes a cultural analysis to the literature on the persuasive effects of matching message frame to individuals’ motivational orientations. One experiment examines how members of cultural groups that are likely to differ in their regulatory focus respond to health messages focusing on either the benefits of flossing or the costs of not flossing. White British participants, who had a stronger promotion focus, were more persuaded by the gain-framed message, whereas East-Asian participants, who had a stronger prevention focus, were more persuaded by the loss-framed message. This cultural difference in persuasion was mediated by an interaction between individuals’ self-regulatory focus and type of health message. Thus health messages framed to be culturally congruent led participants to have more positive attitudes and stronger intentions to perform the health behaviors, and the interaction between self-regulatory focus and message frame emerged as the pathway through which the observed cultural difference occurs. Discussion focuses on the integration of individual difference, socio-cultural, and situational factors into models of health persuasion.     

Distinct pathways to persuasion: The role of affect in message‐framing effects

Health‐promoting messages can be framed in terms of the gains that are associated with healthy behaviour (gain frame) or the losses that are associated with unhealthy behaviour (loss frame). In the present research, we examined the role of positive and negative affect in the persuasive effects of gain‐ and loss‐framed health‐promoting information. Experiment 1 (N = 98) showed that gain‐framed information resulted in higher levels of information acceptance than loss‐framed information and that this effect was mediated by positive affect. The results of Experiment 2 (N = 129) showed that gain‐framed information resulted in higher levels of information acceptance and attitude, an effect that was again mediated by positive affect. In addition, loss‐framed information resulted in more negative affect than gain‐framed information and negative affect increased participants' intention to engage in the healthy behaviour. These results suggest that affect may be of great importance in the persuasion process and may be particularly helpful to explain the underlying mechanisms of message framing effects. The findings also suggest that gain‐ and loss‐framed messages offer distinct pathways to persuasion. Copyright © 2009 John Wiley & Sons, Ltd.     

Ease of imagination moderates reactions to differently framed health messages

Three studies test the hypothesis that the subjective ease of symptom imagination moderates the impact of differently framed messages on attitudes toward performing health behaviours. By drawing on the simulation heuristic, it is argued that the vividness of information is reflected in the subjective ease with which people can imagine having symptoms of an illness. This state of mind can be more or less congruent with the theme of a message, accentuating certain health‐related outcomes more than others. The results show that negatively framed messages are more persuasive when symptom imagination is relatively easy and that positively framed messages are more effective when symptom imagination is relatively difficult. Consistent with a dual‐process view, Study 3 showed a stronger impact of ease of imagination when relevance was low rather than high. Copyright © 2004 John Wiley & Sons, Ltd.     

Anterior insula activity predicts the influence of positively framed messages on decision making

The neural mechanisms underlying the influence of persuasive messages on decision making are largely unknown. We address this issue using event-related fMRI to investigate how informative messages alter risk appraisal during choice. Participants performed the Iowa Gambling Task while viewing a positively framed, negatively framed, or control message about the options. The right anterior insula correlated with improvement in choice behavior due to the positively framed but not the negatively framed message. With the positively framed message, there was increased activation proportional to message effectiveness when less-preferred options were chosen, consistent with a role in the prediction of adverse outcomes. In addition, the dorsomedial and the left dorsolateral prefrontal cortex correlated with overall decision quality, regardless of message type. The dorsomedial region mediated the relationship between the right anterior insula and decision quality with the positively framed messages. These findings suggest a network of frontal brain regions that integrate informative messages into the evaluation of options during decision making. Supplemental procedures and results for this article may be downloaded from http://cabn.psychonomic-journals.org/content/supplemental.     

A Four‐Country Study of the Relationship of Affect‐Based Trust to Turnover Intention

In this study, employees' affect‐based trust of their supervisor was used as the main predictor of turnover intention. It is hypothesized that affect‐based trust has a curvilinear U‐shaped relationship with turnover intention. The sample consisted of U.S., Polish, Russian, and Turkish participants, all with work experience. Regression results indicated that only the responses of the Russian sample supported the hypothesis, suggesting that Russian participants with either weak or strong affect‐based trust of the supervisor had higher intentions to the leave the organization. The Turkish, Polish, and U.S. results showed a negative linear relationship between affect‐based trust and turnover intention.