A naturalistic study of the impact of message framing on highway speeding

Speeding is the most common road violation, and is one of the main causes of crashes. To protect road users, authorities use sanctions and preventive measures to prompt drivers to observe speed limits. However, the efficacy of prevention messages varies according to a number of factors, among which risk framing is important. We ran a study to test whether gain is more effective than loss (framing effect). Four anti-speeding messages were presented on variable-message signs, along one side of a busy 8-lane highway in France (speed limit: 130 km/h – 80 mph), during 6 weekends. Within a between subject design, the messages differed in orientation (gain vs. loss vs. no message) and theme (crash vs. fuel consumption). The drivers’ speed was recorded on the highway 2 km (1.25 miles) after the sign (6486 recordings of speed). The results showed that speed was lower when a message was displayed than in the control condition, and when the message was gain-framed rather than loss-framed. These effects were stronger on the left lanes (overtaking lanes). Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient.     

Infant feeding and internalized stigma: The role of guilt and shame

Globally the rates of breastfeeding duration are extremely low and postnatal mental health issues are common. As a result, it is important to examine the emotions that underlie these matters. Across two studies (one correlational study N = 160 and one experimental study N = 118), we examined participants’ experiences of shame and guilt when feeding their baby, and the relationship between these emotions with breastfeeding behaviors and internalized stigma. We also examined the psychosocial factors that predict internalized stigma, and whether shame and guilt mediate these relationships. We focused on three factors that have been shown to be associated with internalized stigma in other domains: self-esteem and social support (Study 1), as well as self-efficacy (Study 2). Multiple regression revealed that experienced guilt uniquely predicted a shorter duration of exclusive breastfeeding (Study 1). Higher self-efficacy (Study 2), self-esteem, and perceived social support (Study 1) predicted lower internalized stigma of feeding choice. We found that shame was a mediator for the self-esteem and internalized stigma relationship (Study 1), while guilt was a mediator for the self-efficacy and internalized stigma relationship (Study 2). Our findings highlight the importance of experienced shame and guilt in mothers’ infant feeding experiences. The current results can inform future research and the design of interventions to improve breastfeeding rates and reduce feelings of stigma.     

Fit for persuasion: the effects of nonverbal delivery style,message framing,and gender on message effectiveness

This study examined two experimental variables, delivery style and message framing, that have yet to be examined together in the regulatory fit literature. College students (mean age = 30) watched a video message encouraging regular exercise delivered in an eager or vigilant nonverbal style and framed in terms of gain or loss. Results revealed significant fit effects involving gender, delivery style, and message framing. The eager message was perceived as more effective by men whereas the vigilant message was perceived as more effective by women. A message framing by delivery style fit effect also emerged for perceived message effectiveness. The implications and limitations of these findings are discussed.     

Influencing health decision-making: A study of colour and message framing

Objective: Previous research has provided evidence that colour associations and frame can influence behavioural intentions to engage in vaccination behaviours. In this study, the extension of these effects to sunscreen application behaviours was investigated. Additional colours and the manner in which colour primes were employed were also explored.

Design: Two hundred and eighty-six college students were primed with either short wavelength colours (blue/purple) or long wavelength colours (red/orange) as part of goal framed sunscreen information pamphlets.

Main outcome measures: Self-reported behavioural intentions to apply sunscreen, immediate affective reaction to stimuli material, anticipated affect towards sunscreen use, and perceived efficacy of preventing skin cancer were measured.

Results: Individuals with no prior intention to use sunscreen expressed greater behavioural intentions to do so after reading a positively framed sunscreen pamphlet that was designed using short wavelength colours. The negatively framed messages and those presented in long wavelength colours did not enhance persuasion.

Conclusions: In accordance with the Unification Theory of Framing, a match between the representations of the target behaviour, the colour prime, and the frame resulted in the greatest amount of persuasion. Creating communications with representations that match the target behaviour could be a powerful tool to increase compliance.     

Shame and guilt as behaviour regulators: Relationships with bullying,victimization and prosocial behaviour

This study aimed at investigating intentional and non‐intentional situations eliciting shame and guilt in relation to children's involvement in bullying, victimization and prosocial behaviour. We used the contextual model designed by Olthof, Schouten, Kuiper, Stegge, and Jennekens‐Schinkel (2000) according to which certain situations elicit more shame than guilt (‘shame‐only’, SO), whereas others elicit both guilt and shame (‘shame‐and‐guilt’, SAG). Besides these, four new scenarios were added (2 SO and 2 SAG) in which the protagonist was alternatively the perpetrator or the receiver of harm. Participants were 121 children aged 9–11, who filled in the self‐report Shame and Guilt Questionnaire, and a peer nomination survey to investigate the roles of bully, victim, prosocial and not involved. Results showed that in SAG situations, perpetrated‐harm situations elicited more guilt than neutral situations; while in SO situations, neutral situations elicited more shame than received‐harm situations. In SAG situations, prosocial children reported feeling more ashamed and guilty than bullies and not‐involved children, while in SO situations, victims scored higher on shame than not‐involved children. Results are discussed considering the contextual model employed and the relationship between emotions and behaviours.     

Regulatory focus and message framing: A test of three accounts

A review of previous literature shows that there are at least three ways in which regulatory focus may be related to message framing. Specifically, persuasion might be enhanced when there is a match between a person’s regulatory focus and (a) the outcome focus of the message (i.e., gain vs. loss anchor); (b) the overall valence of the message (i.e., positive vs. negative valence); and (c) the type of benefit or harm emphasized (i.e., achievement vs. security). In an effort to explicitly compare and contrast these three possibilities, and to determine whether the results depend on the way regulatory focus is measured, we used a 2 (outcome focus) by 2 (overall valence) by 2 (type of benefit or harm emphasized) within-subjects factorial design and three commonly employed measures of regulatory focus to test the three accounts. The findings were most consistent with the hypothesis that the perceived persuasiveness of a message is increased when there is a match between a person’s chronic regulatory focus and the overall valence of the message.     

Effect of perceived public stigma on internalized homophobia,anticipated stigma,shame, and guilt: Outness as a moderator

Although previous studies found that distal minority stress contributes to proximal minority stress and shame/guilt among the lesbian, gay, and bisexual (LGB) population, it is unclear whether the extent to which LGB individuals' open display and discussion their sexual orientation moderates these relationships. A total of 1,452 Chinese LGB adults provided demographic information and completed measures of outness, perceived public stigma, internalized homophobia, anticipated stigma, shame, and guilt. Structural equation modelling was conducted to test the hypothesized moderation analyses. Perceived public stigma had positive associations with internalized homophobia, anticipated stigma, shame, and guilt. Outness played a moderating role in the associations of perceived public stigma with internalized homophobia, anticipated stigma, shame, and guilt. Specifically, when LGB individuals had higher levels of outness, the effects of perceived public stigma on internalized homophobia, anticipated stigma, shame, and guilt were lower. Moreover, such moderating effect did not differ by sexual orientation. The degree to which sexual minority individuals' sexual orientation is known by and openly discussed with others may lower the extent to which LGB individuals internalize sexual stigma, expect rejection after coming out, and develop shame and guilt as a result of perceived social prejudice and discrimination.     

Understanding the impact of intrinsic versus extrinsic goal framing on exercise performance: The conflicting role of task and ego involvement

ObjectivesBased on self-determination theory [SDT; Deci, E.L., & Ryan, R.M. (2000). The “what” and the “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268], the present study examines whether the negative effect of framing an exercise activity in terms of an extrinsic, relative to an intrinsic, goal attainment on performance occurs because extrinsic, relative to intrinsic, goal framing detracts individuals’ attention from the exercise activity, thereby undermining a task involvement, while simultaneously activating the tendency to prove one's ability by outperforming others, thus promoting ego involvement.DesignTwo experimental studies among 10th, 11th, and 12th grade students during their physical education classes were conducted.MethodsT-testing, one-way ANOVA analyses and regression analyses were performed to examine main effects and mediatonal effects, respectively.ResultsResults confirmed the hypotheses and further showed that being ego involved when being taught a new exercise activity is antithetical to the development of a task involvement, indicating that goal involvement (in contrast to goal orientations) is a bipolar construct.DiscussionFindings are discussed in terms of the processes that link goal framing to exercise performance and in terms of the ongoing controversy among achievement goal theorists whether being ego involved in the activity or adopting an ego-approach orientation is facilitative or maladaptive for optimal performance. Regarding the latter issue, a new multiple goal perspective, that is the regulatory goal perspective, is introduced.     

Ambiguity seeking in multi-attribute decisions: Effects of optimism and message framing

This paper investigates the influence of message framing and personality variables on preferences over ambiguity in the context of multi-attribute decision scenarios. Undergraduate subjects responded to scenarios in which one of two medical treatments was associated with ambiguous probabilities of treatment effects. Probabilities were either positively or negatively framed. Subjects indicated their degree of preference for one treatment over the other. Subjects' optimism, trait anxiety, health locus of control, need for cognitive structure, and current mood were measured. In two separate studies, subjects preferred ambiguity when probabilities were positively framed, and were neutral toward ambiguity when probabilities were negatively framed. Also, in both studies the preference for ambiguity in positively framed scenarios was greater for more optimistic subjects. The unexpected finding of ambiguity seeking may be associated with the use of different decision strategies in multi-attribute versus single-attribute decisions.     

Effects of message framing and temporal context on college student drinking behavior

This study evaluated the interactive effects of message framing and temporal context on college student alcohol use. Participants (n = 228) were randomly assigned to read an alcohol prevention message that varied by message frame (gains vs. losses) and temporal context (short- vs. long-term consequences). Participants returned to the lab one month later to report their drinking behavior over the past month. As predicted, students exposed to the gain-framed message reported lower alcohol use (drank less frequently, drank fewer alcoholic beverages per drinking occasion, and engaged in less binge drinking) as compared to students exposed to the loss-framed message, but only if they read about short-term consequences of alcohol use. Message frame had no effect when participants were exposed to long-term consequences. This investigation extends previous research by demonstrating the effectiveness of message framing for reducing health-damaging behaviors and by identifying temporal context as a moderator of framing effects.     

善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

Influence of social context on the relationship between guilt and prosocial behaviour

While some previous researchers have found that guilt encourages prosocial behaviour towards a victim at the expense of other people, others have found the opposite, that is, people allocate resources at the expense of themselves. The present research used a hypothetical scenario method to determine which of these patterns would be replicated in the collectivistic context of Japanese society. In addition, we separated the cause of feelings of guilt into having caused harm and being at fault, and examined in more detail the effect of guilt on prosocial behaviour. Our results show that, in line with the second set of previous researchers, participants who were induced to feel guilt for having caused harm were more likely to allocate their resources to their victim at the expense of themselves than were individuals in the no‐harm condition. This suggests that differences in social context influence the effect of guilt on prosocial behaviour in different ways.     

Selective exposure and decision framing: The impact of gain and loss framing on confirmatory information search after decisions

When people make decisions, they often prefer to receive information that supports rather than conflicts with their decision. To date, this effect has mainly been investigated in the context of decisions about gains, whereas decisions about losses have received less attention. Based on Prospect Theory, we expected information search to be differently affected by whether people previously have decided about gains or losses. Three studies have revealed that selectivity of information search is stronger after gain-framed rather than after loss-framed decision problems. An investigation of the underlying psychological processes revealed that gain decisions are made with increased subjective decision certainty (i.e. they are easier and less effortful to make), which in turn systematically increases confirmatory information search.     

Dispositional motivations and message framing: a test of the congruency hypothesis in college students.

The authors examined the congruency hypothesis that health messages framed to be concordant with dispositional motivations will be most effective in promoting health behaviors. Undergraduate students (N=63) completed a measure of approach/avoidance orientation (behavioral activation/inhibition system) and read a gain- or loss-framed message promoting flossing. Results support the congruency hypothesis: When given a loss-framed message, avoidance-oriented people reported flossing more than approach-oriented people, and when given a gain-framed message, approach-oriented people reported flossing more than avoidance-oriented people. Discussion centers on implications for health interventions and the route by which dispositional motivations affect health behaviors through message framing.     

The effect of message framing on breast self-examination attitudes, intentions, and behavior

In this study we tested the framing hypothesis that a pamphlet stressing the negative consequences of not performing breast self-examination (BSE) would be more persuasive than a pamphlet emphasizing BSE's positive consequences. College-aged female subjects were exposed to a loss-frame pamphlet, a gain-frame pamphlet, or a no-arguments pamphlet, or they received no pamphlet describing the importance of and the techniques for performing BSE. Attitudes toward BSE and intentions to perform BSE were assessed immediately after this intervention and again 4 months later. The follow-up also assessed subjects' postexperimental BSE behavior. Consistent with predictions, subjects who read a pamphlet with arguments framed in loss language manifested more positive BSE attitudes, intentions, and behaviors than did subjects in the other three conditions. The greater impact of the loss pamphlet could not be attributed to greater fear arousal, better memory for pamphlet content, greater perceived susceptibility to breast cancer, or stronger beliefs in BSE's efficacy on the part of the loss subjects. Only measures of perceived self-efficacy in performing BSE were differentially affected by the framing manipulation, with loss subjects reporting the greatest levels of self-confidence. The results are discussed in terms of prospect theory's framing postulate and a simpler negativity-bias conceptualization, and underlying mechanisms such as differential salience and vividness are considered. Clinical implications of the findings are also explored.     

Interventions to address the stigma associated with leprosy: a perspective on the issues

This paper presents a perspective on stigma as an effect of leprosy. It identifies some of the strengths and weaknesses of current approaches to stigma reduction in leprosy and presents a rationale for considering alternative strategies. It is suggested that models used to explain health behavior in developed societies are inappropriate for explaining leprosy stigma or for developing strategies to address it. The author recommends due consideration of the alternative logic that characterizes cultural belief systems in countries where leprosy is a challenge. Criticism of the common practice of information dissemination as a strategy to address leprosy stigma is defended and the merits and limitations of an integrated health service in India is discussed. The author defends the suggestion that the principal objective of stigma interventions should be "normalization". An example of a Nepalese project based on empowerment theory is given to demonstrate how the transformation of identity from outcast to positive change agent, can effect "normalization".     

Approach/avoidance motivation, message framing, and health behavior: understanding the congruency effect

Health messages framed to be congruent with individuals’ approach/avoidance motivations have been found to be more effective in promoting health behaviors than health messages incongruent with approach/avoidance motivations. This study examines the processes underlying this congruency effect. Participants (undergraduate students, N=67) completed a measure of approach/avoidance orientation (the BIS/BAS scales) and read either a gain- or loss-framed message promoting dental flossing. Results demonstrated a congruency effect: Participants who read a congruently framed message had greater flossing efficacy, intended to floss more, and used more dental flosses than did the participants who read an incongruent message. Moreover, intention to perform the behavior predicted the congruency effect and self-efficacy mediated participants’ intentions to perform the health behavior. Discussion centers on the role of personality factors and situational factors in models of behavior change.

The effects of message framing and ethnic targeting on mammography use among low-income women.

The authors examined the effects that differently framed and targeted health messages have on persuading low-income women to obtain screening mammograms. The authors recruited 752 women over 40 years of age from community health clinics and public housing developments and assigned the women randomly to view videos that were either gain or loss framed and either targeted specifically to their ethnic groups or multicultural. Loss-framed, multicultural messages were most persuasive. The advantage of loss-framed, multicultural messages was especially apparent for Anglo women and Latinas but not for African American women. These effects were stronger after 6 months than after 12 months.