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.     

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.     

Persuading young car drivers to take part in a driving skills test: The influence of regulatory fit on informational-assessment value and persuasion

Two studies were conducted to examine the relative effectiveness of differently framed messages advising young car drivers to take part in a driving skills test. It was hypothesized that messages promoting such detection behaviour should be more persuasive when the message frame was compatible versus incompatible with the recipient’s level of perceived risk. It was also hypothesized that such effects would occur because the “feeling right” experience resulting from the compatibility effects based on regulatory fit could be transferred to the informational-assessment value of the proposed feedback. Consistently, moderate perceived driving skills (Experiment 1) and high perceived risk drivers (Experiment 2) found the driving skills test more valuable for assessment purposes after having read a loss versus gain framed message and consequently, were more interested in taking part in the test. Furthermore, low perceived risk drivers (Experiment 2) showed a reversed pattern of responses. Implications for message framing in the road safety area are discussed.     

Lateralized goal framing: How health messages are influenced by valence and contextual/analytic processing

The effectiveness of health messages has been shown to vary due to the positive or negative framing of information, often known as goal framing. In two experiments we altered, the strength of the goal framing manipulation by selectively activating the processing style of the left or right hemisphere (RH). In Experiment 1, we found support for the contextual/analytic perspective; a significant goal framing effect was observed when the contextual processing style of the RH – but not the analytic processing style of the left hemisphere (LH) – was initially activated. In Experiment 2, support for the valence hypothesis was found when a message that had a higher level of personal involvement was used than that in Experiment 1. When the LH was initially activated, there was an advantage for the gain- vs. loss-framed message; however, an opposite pattern – an advantage for the loss-framed message – was obtained when the RH was activated. These are the first framing results that support the valence hypothesis. We discuss the theoretical and applied implications of these experiments.     

Influence of Self‐Affirmation on Responses to Gain‐ Versus Loss‐Framed Antismoking Messages

Self‐affirmation has been shown to reduce biased processing of threatening health messages. In this study, the impact of self‐affirmation on college smokers' reactions to gain‐ versus loss‐framed antismoking public service announcements (PSAs) was examined. A consistent pattern of interaction was observed wherein self‐affirmation produced more favorable responses to loss‐framed PSAs and more unfavorable responses to gain‐framed PSAs. Self‐affirmation also reduced smoking intention in the loss frame condition and increased antismoking self‐efficacy across framing conditions. These findings are discussed in light of previous research linking self‐affirmation to increased message scrutiny.     

Exploring Message Framing Outcomes When Systematic,Heuristic, or Both Types of Processing Occur

Mixed findings have emerged in message framing studies, even when such studies employ the same general type of framing, such as goal framing. This article attempts to show that by extending the heuristic–systematic model‐based explanation of message framing effects to incorporate conditions that may prompt both systematic and heuristic processing, this theory may accommodate some of the aberrant findings. The research reported shows that by varying a message issue's risky implications and its personal relevance, 2 factors that potentially influence the type of processing people employ, systematic, heuristic, or concurrently both types of processing were evoked and influenced people's judgments, causing alternative patterns of message framing effects to occur. The results offer insight into how each of these types of processing can affect message framing outcomes, and they imply that certain seemingly aberrant findings in the literature can be reconciled with this extended theory.     

Self-guide framing and persuasion: responsibly increasing message processing to ideal levels

The current research examines the effect that framing persuasive messages in terms of self-guides (ideal vs. ought) has on the attitudes and cognitive responses of individuals with chronic ideal versus ought self-guides. The strength of participants' ideal and ought self-guides and the magnitude of participants' ideal and ought self-discrepancies were measured using a computerized reaction time program. One week later, participants read a persuasive message about a fictional breakfast product, framed in terms of either ideals or oughts. Matching framing to stronger self-guide led to enhanced message processing activity, especially among individuals who were low in need for cognition. Individuals who read messages framed to match their stronger self-guides paid more attention to argument quality, as reflected in their attitudes and cognitive responses. Messages with self-guide framing that matched individuals' stronger self-discrepancies did not have this effect on processing.     

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.     

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.     

Framing Charity Advertising: Influences of Message Framing,Image Valence,and Temporal Framing on a Charitable Appeal1

This study examined when and how charitable advertisements could be effective in the context of child poverty. An experiment investigated the influences of message framing, image valence, and temporal framing on a charitable appeal. The results indicate that image valence enhances framing effects on advertising effectiveness of a charitable appeal when the image is congruent with the framed message, especially when the image and the message are presented negatively. A short‐term temporal frame facilitates effects of a negatively framed message with a negative pictorial presentation. Alternatively, a long‐term temporal frame increases advertising influences of a positively framed message with a positive pictorial image. Relevance for information processing of charity advertising is discussed.     

Promoting systematic processing in low-motivation settings: effect of incongruent information on processing and judgment

Ss received consensus information that was either congruent or incongruent with the valence of persuasive message content. In Experiment 1 Ss believed that their processing task was either important or unimportant whereas in Experiment 2 all Ss believed that their task was unimportant. In accord with the heuristic-systematic model's sufficiency principle, high-task-importance Ss exhibited a great deal of systematic processing regardless of congruency, whereas low-importance Ss processed systematically only when they received incongruent messages; in the congruent conditions heuristic processing dominated. Attitude data generally reflected these processing differences and confirmed the additivity and attenuation assumptions of the model. The utility of the sufficiency principle for understanding motivation for elaborative processing and the relevance of the findings to understanding the processing and judgmental effects of expectancy disconfirmation are discussed.     

Visual and Auditory Message Framing Effects on Tobacco Smoking1

Persuasive health messages can be framed to emphasize the benefits of adopting a health behavior (gains) or the risks of not adopting it (losses). This study examined the effects of message framing on beliefs, attitudes, and behaviors relevant to cigarette smoking. In video presentations about tobacco smoking, visual images and auditory voiceover content were framed either as gains or losses, yielding 4 message conditions. Undergraduates (N= 437) attending a public university in New England were assigned randomly to view one of these messages. Gain‐framed messages about smoking in visual and auditory modalities shifted smoking‐related beliefs, attitudes, and behaviors in the direction of avoidance and cessation. Health‐communication experts, when promoting prevention behaviors like smoking avoidance or cessation, may wish to diverge from the tradition of using loss‐framed messages and fear appeals in this domain, and instead consider using gain‐framed appeals that present the advantages of not smoking.     

The effect of self-affirmation in nonthreatening persuasion domains: timing affects the process

Most research on self-affirmation and persuasion has argued that self-affirmation buffers the self against the threat posed by a persuasive message; thus, it increases the likelihood that participants will respond to the message favorably. Little research, in contrast, has looked at the effects of self-affirmation on persuasive messages that are not threatening to the self. This research examines mechanisms that can operate under these conditions. Consistent with the idea that self-affirmation affects confidence, the article shows that self-affirmation can decrease information processing when induced prior to message reception (Experiment 1) and can increase the use of self-generated thoughts in response to a persuasive message when induced after message reception (Experiment 2). In addition, Experiment 3 manipulates the timing of self-affirmation to replicate both effects and Experiment 4 provides direct evidence for the impact of self-affirmation on confidence.     

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.     

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.     

Responding to framed health messages: Different strokes for different (handedness) folks

Research has shown that strength of handedness – a proxy variable for the degree of interaction between the left and right brain hemispheres – predicts differences in a variety of cognitive domains. The present paper extends this work to message (or goal) framing effects in which persuasive health communications emphasise positive vs. negative outcomes. One hundred fifty-six participants read pamphlets containing statements emphasising either the gains of using or the losses of not using sunscreen. Replicating previous research, non-users of sunscreen were more affected by framed messages than users. However, we found a loss- rather than gain-framed advantage, and mixed (inconsistent)-handers seemed to drive these effects more so than strong (consistent)-handers. These results suggest that a ‘one-size-fits-all’ approach may be inadequate in crafting effective educational messages about health behaviours, and that theories centring around one’s regulatory focus orientation as well as new methods in laterality research may be useful in reaching the widest range of individuals.     

Message framing and color priming: How subtle threat cues affect persuasion

Message framing involves the presentation of equivalent decision outcomes in terms of either gains or losses. Loss-framed messages tend to be more persuasive than gain-framed messages when the decision is perceived to involve uncertainty or threat. The current study examined whether the effectiveness of loss-framed information would be enhanced by the presence of a peripheral threat cue - the color red - which was expected to prime threat via its association with blood and danger. In addition to being primed with the color red or gray (control), male participants (n = 126) read either a gain- or loss-framed pamphlet promoting human papillomavirus vaccination. As predicted, vaccination intentions were higher among participants exposed to a loss-framed message than to a gain-framed message, but only when primed with red (not gray). Findings shed light on the interactive effects of message framing and color priming, and demonstrate that peripheral threat cues may affect processing of persuasive health messages.     

Country of Origin as a Heuristic Cue: The Effects of Message Ambiguity and Product Involvement

This research applies the heuristic-systematic model to understand how country-of-origin (CO) cues can affect the way consumers process advertising messages and evaluate advertised products under different conditions. Findings of Experiment 1 show that, when product information is ambiguous, consumers are more likely to engage in heuristic processing, relying on CO cues to infer product quality and form their product evaluations. However, when product information is unambiguous, consumers engage in systematic processing and evaluate the product based on their assessments of product attributes. Findings of Experiment 2 further suggest that product involvement affects the extent to which consumers engage in heuristic processing when message ambiguity is at different levels. Specifically, mediational analyses indicate that, when product information featured in an ad is ambiguous, a low-involving product engages consumers in heuristic processing. Furthermore, when product information is unambiguous, a low-involving product engages consumers in systematic processing, whereas a high-involving product involves participants in an additivity processing style in which CO cue-based heuristic processing and attribute-based systematic processing co-occur.     

Discrete emotions and persuasion: the role of emotion-induced expectancies

The authors argue that specific emotions can alter the persuasive impact of messages as a function of the emotional framing of persuasive appeals. Because specific emotions inflate expectancies for events possessing matching emotional overtones (D. DeSteno, R. E. Petty, D. T. Wegener, & D. D. Rucker, 2000), the authors predicted that attempts at persuasion would be more successful when messages were framed with emotional overtones matching the emotional state of the receiver and that these changes would be mediated by emotion-induced biases involving expectancies attached to arguments contained in the messages. Two studies manipulating discrete negative emotional states and message frames (i.e., sadness and anger) confirmed these predictions. The functioning of this emotion-matching bias in parallel with emotion-induced processing differences and the limitations of a valence-based approach to the study of attitude change are also considered.