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.     

Using message framing to promote acceptance of the human papillomavirus vaccine.

OBJECTIVE: Use of message framing for encouraging vaccination, an increasingly common preventive health behavior, has received little empirical investigation. The authors examined the relative effectiveness of gain-versus loss-framed messages in promoting acceptance of a vaccine against human papillomavirus (HPV)-a virus responsible for virtually all cases of cervical cancer. DESIGN: Undergraduate women (N = 121) were randomly assigned to read a booklet describing the benefits of receiving (gain-framed message) or the costs of not receiving (loss-framed message) a prophylactic HPV vaccine. After reading the booklet, participants indicated their intent to obtain the HPV vaccine. MAIN OUTCOME MEASURE: A 5-item composite representing intentions to obtain the HPV vaccine. RESULTS: The effect of message framing on HPV vaccine acceptance was moderated by risky sexual behavior and approach avoidance motivation. A loss-framed message led to greater HPV vaccination intentions than a gain framed message but only among participants who had multiple sexual partners and participants who infrequently used condoms. The loss-frame advantage was also observed among participants high in avoidance motivation. CONCLUSION: Findings highlight characteristics of the message recipient that may affect the success of framed messages promoting vaccine acceptance. This study has practical implications for the development of health communications promoting vaccination.     

Crafting messages to promote water conservation: Using time‐framed messages to boost conservation actions in the United States and China

Grounded in construal‐level theory (CLT), this experiment examines how messages with different temporal frames (i.e., present‐ vs. future‐framed) influence individuals' perceptions of, and reactions to, water conservation. One hundred ninety‐three participants, 99 from China and 94 from the United States, participated in this study. Results indicated that a present‐framed message results in more positive attitudes toward water conservation than the future‐framed message. Participants who scored higher on individual future‐time orientation show stronger behavioral intention to conserve water than participants who scored lower. A significant interaction between temporal message framing and country emerged such that the future‐framed message resulted in greater behavioral intention for Chinese participants than their U.S. counterparts whereas the present‐framed message did not differentially influence Chinese and U.S. participants. Implications of findings for theory‐building and application are discussed.     

The influence of evidence type and product involvement on message‐framing effects in advertising

• Extrapolating from prior research that describes the persuasive effects of gain‐ versus loss‐framed messages via the heuristic‐systematic model (HSM), the current study incorporated two advertising‐related factors – evidence type (informational vs. exemplar) and product involvement – and examined their influence on message‐framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss‐framed messages were persuasive in a higher‐involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower‐involvement context of Experiment 2, in which the hypothesized thought‐processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message‐framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed.

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 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.     

How to keep on keeping on: Framing civil rights accomplishments to bolster support for egalitarian policies

Drawing attention to historic increases in equality carries the risk of encouraging complacency about the need to further advance equality. This risk may be reduced by carefully framing the interpretation of increased equality. We apply an influential goal-framing model (Fishbach and Zhang, 2008) to test whether framing the accomplishments of the American Civil Rights Movement in terms of progress toward equality vs. commitment to equality influences white Americans' support for further egalitarian policies. In two experiments, we manipulated whether progress or commitment was in mind when participants considered civil rights accomplishments. As hypothesized, participants more strongly supported egalitarian policies when civil rights accomplishments were framed as evidence of commitment to equality than when these same accomplishments were framed as evidence of progress toward equality. We discuss implications for applying the goal-framing model to political goals and the advantages of using experimental methods to study framing processes in social movements.     

Global processing fosters donations toward charity appeals framed in an approach orientation

People are often influenced by how persuasive appeals are framed. While decisions and preferences seem dependent on the effects of a fit between one’s regulatory focus and the motivational orientation of a message, specific cognitive mechanisms involved are not yet clear. This study investigated how perceptual processing styles (global vs local) linked with the scope of attention (broad vs narrow) influence decisions depending on motivation-dependent framing (approach vs avoidance). We found that a global processing style fits approach-oriented message appeals and fosters monetary allocation toward charities framed in eager motivational terms. We discuss implications of the findings on processing styles in relation to affective versus deliberate modes of processing and the need to address in detail the role of attentional scope-dependent processing styles in decision making.     

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.     

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.     

Understanding pro‐environmental intentions by integrating insights from social mobility,cosmopolitanism, and social dominance

To offer an integrative account bridging individuals’ sociocultural orientations with pro‐environmentalism, the current research tested the mediating and moderating relationships among pro‐environmental intentions and three person‐level factors: perceived social mobility, cosmopolitan orientation, and social dominance orientation (SDO). With a Singaporean college student sample (N = 220), we found support for the hypothesized second‐stage moderation model that perceived social mobility positively predicts cosmopolitan orientation, and in turn, cosmopolitan orientation is moderated by SDO to positively predict pro‐environmental intentions. Specifically, lower levels of SDO strengthen the pro‐environmental advantages of endorsing higher levels of cosmopolitan orientation. These findings add novel knowledge to the environmental psychology literature by advancing an integrative approach that demonstrates how the interplay of people's perceptions about the social, cultural, and group standing impacts their likelihood to engage in pro‐environmental actions. We discuss the implications that an egalitarian worldview toward other cultures, social groups, and human–nature relations might be the key to addressing the global challenge of climate change.     

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.     

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.     

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.     

Gain or non‐loss: The message matching effect of regulatory focus on moral judgements of other‐orientation lies

Previous studies found that individuals with promotion focus are more likely to be persuaded by messages framed in terms of gain‐related words; individuals with prevention focus are more likely to be persuaded by messages framed in terms of loss‐related words. This is known as the message matching effect of regulatory focus. The present study extended this effect into the field of moral judgement of other‐orientation lies. Two experiments were conducted, revealing that (a) individuals with promotion focus judged gain‐framed other‐orientation lies to be more moral, while individuals with prevention focus judged non‐loss‐framed other‐orientation lies to be more moral; and (b) the subjective processing fluency had a partial mediating role in the message matching effect. Theoretical implications and future research directions were discussed.     

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.     

The effect of shopping channel (online vs. offline) on message framing of naturalness

Naturalness is a significant driver of food-related choices. However, there is scarce knowledge of how textual cues could be utilised to enhance the effectiveness of naturalness claims. Drawn from construal level theory, we attempted to examine how different methods of framing naturalness affect consumers in online vs. offline shopping contexts. Study 1 employed a 2 (abstract vs. concrete) × 2 (online vs. offline) experiment with 127 respondents and demonstrated that concrete framing heightens positive attitudes via increased perceived concreteness of the message, especially in offline shopping situations. Study 2 employed a 4 (abstract vs. control vs. concrete without mentioning natural vs. concrete mentioning natural) × 2 (online vs. offline) experiment with 173 respondents and replicated findings from Study 1. Furthermore, Study 2 ruled out alternative explanations of message authenticity, transparency and credibility and indicated that the effect of message framings is truly driven by the congruency between consumers' construal level and message framings. Interestingly, no significant effect of abstractly framed naturalness claims was observed in online shopping situations, contradicting existing studies. This suggests that other psychological mechanisms may interplay and hinder the effectiveness of abstract framing in our study. Taken together, the current research demonstrate that consumers' mental representation varies across shopping platforms and how it affects their evaluation of different methods of message framing.     

Dispositional optimism,self‐framing and medical decision‐making

Self‐framing is an important but underinvestigated area in risk communication and behavioural decision‐making, especially in medical settings. The present study aimed to investigate the relationship among dispositional optimism, self‐frame and decision‐making. Participants (N = 500) responded to the Life Orientation Test‐Revised and self‐framing test of medical decision‐making problem. The participants whose scores were higher than the middle value were regarded as highly optimistic individuals. The rest were regarded as low optimistic individuals. The results showed that compared to the high dispositional optimism group, participants from the low dispositional optimism group showed a greater tendency to use negative vocabulary to construct their self‐frame, and tended to choose the radiation therapy with high treatment survival rate, but low 5‐year survival rate. Based on the current findings, it can be concluded that self‐framing effect still exists in medical situation and individual differences in dispositional optimism can influence the processing of information in a framed decision task, as well as risky decision‐making.