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.     

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.     

Promoting Safe Driving Behaviors: The Influence of Message Framing and Issue Involvement

This study examined the influence of framing and issue involvement on the intentions of participants to perform safe driving behaviors. It was hypothesized that when participants were involved with the issue, gain messages would increase intentions to perform safe driving behaviors more than would loss messages. To examine this hypothesis, participants were classified as either being high or low in involvement, and then were required to read either a gain or a loss message promoting a particular safe-driving behavior. After reading the message, the participants' agreement with the message, cognitive and affective responses to the message, and intentions to perform the behavior were recorded. The results supported the hypothesis.     

Seeking support: An interpretative phenomenological analysis of an Internet message board for people with Complex Regional Pain Syndrome

In this article, we report on the findings of a qualitative inquiry into how an online message board for people who have Complex Regional Pain Syndrome (CRPS) was used by its members. All messages (and responses) posted on the CRPS message board over a 4-month period were collected retrospectively. The data were analysed using the method of Interpretative Phenomenological Analysis. Members used the message board to seek (and provide) support to those with CRPS, and also to express their emotions, feelings and experiences linked to their condition. The message board provided an important source of support for a patient group that can otherwise become isolated as a result of their mobility problems. Furthermore, the analysis revealed the unrealistic hopes that patients can hold concerning the anticipated outcomes of their treatment. This is an important issue for healthcare professionals to explicitly address when interacting with the patient group.     

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 Use of Deception as a Compliance-Gaining Strategy

This study argues that the persuasive message behaviors of truthful and deceptive communicators may differ strategically. Participants (N = 283) responded to three interpersonally oriented persuasive situations and wrote out instances of compliance-gaining messages. Approximately half the respondents were required to use deception in their persuasive messages. A comparison of truthful and deceptive compliance-gaining messages revealed significant differences in the types of persuasive messages generated: Truthful persuaders composed messages involving positive and negative sanctions; deceptive persuaders composed messages based on rationale or explanation.     

An Attitude Functions Approach to Increasing Organ‐Donation Participation1

This research tests a tenet of attitude function theory–the motivational matching hypothesis–by using a functional approach to increase organ donation. Pilot studies validated experimental manipulations and persuasive messages. An experiment tested the hypothesis that persuasive messages that match an aroused function would be more effective than messages that do not match a manipulated function. Participants were exposed to situational manipulations designed to arouse or make salient value‐expressive or knowledge needs, then read an organ‐donation message designed to meet one of these needs. Participants’ organ‐donation attitudes and behaviors were assessed. Participants presented with matching messages were most persuaded and took more action to become donors. Those who experienced stronger motivational arousal exhibited the most change.     

Cognitive Processing and the Functional Matching Effect in Persuasion: The Mediating Role of Subjective Perceptions of Message Quality

In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.     

When Social Accounts Backfire: The Exacerbating Effects of a Polite Message or an Apology on Reactions to an Unfair Outcome1

We examined the effects of ex ante polite or apologetic messages on an individual's responses to a low (unfair) outcome offered in an ultimatum (take‐it‐or‐leave‐it) situation. Results show that these 2 messages (a) increased, rather than decreased, participants' perceptions of unfairness; and (b) decreased, rather than increased, their acceptance of the outcome. Moreover, participants engaged in more punishing behaviors when the outcome was accompanied by either of the messages than when no account was provided. Further analysis revealed that perceived manipulative intent mediated participants' reactions to the polite message and to the apology. These results indicate that if a message seems insincere and manipulative, it can exacerbate an individual's negative reactions to an unfair outcome accompanying the message.     

Self-harmful behaviors in a population-based sample of young adults

A birth cohort of 472 women and 494 men aged 26 years was interviewed about a range of self-harmful behaviors first and then asked about suicidal intent. Lifetime prevalence of self-harm using traditional methods of suicide (ICD [International Classification of Diseases] self-harm) was 13%, with 9% of the sample describing at least one such episode as "attempted suicide." Other self-harmful behaviors were common; 14% of women and 33% of men reported self-battery. ICD self-harm over the past year was reported by 3%, mostly without suicidal intent. ICD self-harm and even lesser behaviors were associated with high odds of reporting suicidal ideation. The findings suggest that studies of self-harm should include behaviors not necessarily associated with suicidal intent.     

The Biobehavioral Model of Persuasion: Generating Challenge Appraisals to Promote Health1

By borrowing from the biopsychosocial model of challenge and threat, we may understand when health communications adequately motivate behavior change or when they are overly distressing and inhibit behavior change. The present studies were guided by the biobehavioral model of persuasion, which predicts that different health appeals should evoke different appraisals, as well as psychological and physiological responses that motivate the adoption or rejection of health behaviors. Challenging messages should be associated with approach motivational tendencies, whereas threatening messages should be linked to avoidance. Findings from 2 experiments support the biobehavioral model of persuasion and offer mechanisms that confer message effectiveness. By understanding the psychological and physiological processes that drive message effectiveness, message designers can create more effective health appeals.     

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.     

Persuasive Appeals and the Reduction of Skin Cancer Risk: The Roles of Appearance Concern, Perceived Benefits of a Tan, and Efficacy Information

This experiment compared the effectiveness of appearance-based messages focusing on the benefits of tanning and the efficacy of preventive measures on students' intentions to protect themselves against sun-induced skin damage. Subjects who were high or low on a dispositional measure of appearance concern responded to 1 of 4 essays providing either high or low benefits information, and high or low efficacy information. Overall, subjects low in appearance concern expressed greater intentions to take precautionary measures than did those high in appearance concern. Additionally, the low benefits of tanning message produced greater intentions to take precautions than did the high benefits message. The benefits results suggest 1 mechanism through which sun protection behaviors may be encouraged.     

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.     

Can You Feel It? Negative Emotion,Risk, and Narrative in Health Communication

Eliciting emotional responses to mass media messages can be an effective means of changing public health attitudes, intentions and behaviors. This conceptual paper proposes that emotional responses to such media messages can be message-referent, plot-referent, and/or self-referent. Self-referent emotional responses are expected to have a direct effect in motivating behavior change, particularly as they are likely to be associated with an increase in perceived personal risk. Message-referent and plot-referent emotional responses are proposed to have indirect effects on the individual, primarily by stimulating self-referent emotions, and prompting interpersonal discussion about the message. In this paper, it is argued that narrative is a particularly effective message format with which to elicit self-referent emotional responses.     

The effects of coping primes on responses to messages about disease detection behaviors

Abstract

This study examined the influence of coping primes on responses to subsequent messages that encouraged the performance of health behaviors. It was hypothesized that the addition of a coping prime prior to a message encouraging a disease detection behavior would increase the likelihood that the message would be attended to and that persuasion would occur. To test this hypothesis participants were required to read a coping or neutral prime. Coping primes were statements that indicated that the upcoming message would present information about a behavior, and that this behavior would help them deal with a serious health threat. After reading the prime participants were presented with a message encouraging the performance of a health promotion or a disease detection behavior. The primary measures recorded were the participants' cognitive responses to the message, and their attitudes about the behavior. The results supported the hypothesis.     

Supportive Distortions: An Analysis of Posts on a Pedophile Internet Message Board

A covert observation of posts on a pro‐pedophile Internet message board investigated evidence of distorted cognitions that were supportive of sexually abusive behavior. Implications for the treatment and supervision of members of online communities that support pedophilic interests and behaviors are discussed.     

Effectively using death in health messages: Social loss versus physical mortality salience

Research based on the terror management health model demonstrates that highlighting death as a consequence of risky behavior can lead to unintended responses to health communications. In two studies, we investigate whether a form of social loss message frame can motivate someone to change his or her behavior to prevent negative health consequences. In Study 1, we compare social loss and physical mortality print messages in the context of “texting while driving.” Overall, social loss as opposed to physical mortality messages facilitate greater intent to reduce risky health behaviors when death‐related cognitions have been removed from conscious awareness. In Study 2, we manipulate message framing and self‐affirmation in the context of “smoking.” We find that highlighting family members' inability to cope when one dies can result in health messages that facilitate the acknowledgment of the health risk and reduce risky health behaviors. This effect is enhanced when individuals affirm on the importance of “relationships with family and friends” prior to viewing health messages. The implications for the terror management health model are discussed noting that death can be effectively used in health communication when framed as relationship protection rather than one's physical mortality.     

Changing self-reported physical activity using different types of affectively and cognitively framed health messages,in a student population

The present research focused upon the power of different messages to increase self-reported physical activity (PA). Five hundered and ninety six participants were randomised to one of five conditions that varied in the content of message: short-term affective, short-term cognitive, long-term affective, long-term cognitive and a no message control. PA was measured at baseline and follow-up (seven days later) was done using the Godin Leisure Time Exercise Questionnaire over the subsequent seven day period. The affective short-term message (ASM) was shown to be equally effective at increasing self-reported PA as a cognitive long-term message. Furthermore, when controlling for baseline activity levels, the ASM emerged as being the message that produced the highest levels of self-reported PA at follow-up. The findings point to the value of distinguishing between health messages in terms of the focus on affective and cognitive outcomes and the temporal nature of the outcomes (short-term or long-term).     

The effects of a salient self-schema on the evaluation of proattitudinal editorials: Top-down versus bottom-up message processing

The effects of a salient self-schema on message evaluation were studied. Subjects were identified who characterized themselves using trait adjectives that reflected the prototype of either a “religious” or a “legalistic” person. Equally persuasive sets of proattitudinal messages were developed empirically using weak arguments. Half of the messages were developed to reflect a “religious” perspective on the issue (capital punishment, abortion) whereas half were developed to reflect a “legalistic” perspective on the issue. Religious and legalistic subjects were then exposed to religious or legalistic arguments supporting an equally acceptable position (e.g., eliminating capital punishment). Afterward, subjects evaluated the persuasiveness of the communication and listed their thoughts as part of a “curriculum development project.” Results suggested that subjects when exposed to a schema-relevant message arguments for a position in which they believed were more positive about the quality of the message arguments and in their cognitive responding. These data extend the heuristic value of selfschemata to the area of attitudes and suggest that cognitive responses in persuasion are subjectively rather than objectively rational.