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Ann Behav Med. 2012 Feb;43(1):101-16. doi: 10.1007/s12160-011-9308-7.

Health message framing effects on attitudes, intentions, and behavior: a meta-analytic review.

Author information

1
Department of Psychology, Kent State University, Kent, OH 44242-0001, USA. kgalla3@kent.edu

Erratum in

  • Ann Behav Med. 2013 Aug;46(1):127.

Abstract

BACKGROUND:

Message framing has been an important focus in health communication research, yet prior meta-analyses found limited support for using framing to increase persuasiveness of health messages.

PURPOSE:

This meta-analysis distinguished the outcomes used to assess the persuasive impact of framed messages (attitudes, intentions, or behavior).

METHODS:

One hundred eighty-nine effect sizes were identified from 94 peer-reviewed, published studies which compared the persuasive impact of gain- and loss-framed messages.

RESULTS:

Gain-framed messages were more likely than loss-framed messages to encourage prevention behaviors (r = 0.083, p = 0.002), particularly for skin cancer prevention, smoking cessation, and physical activity. No effect of framing was found when persuasion was assessed by attitudes/intentions or among studies encouraging detection.

CONCLUSIONS:

Gain-framed messages appear to be more effective than loss-framed messages in promoting prevention behaviors. Research should examine the contexts in which loss-framed messages are most effective, and the processes that mediate the effects of framing on behavior.

PMID:
21993844
DOI:
10.1007/s12160-011-9308-7
[Indexed for MEDLINE]

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