Send to

Choose Destination
Health Psychol. 1995 Mar;14(2):178-84.

The effects of message framing on mammography utilization.

Author information

Department of Psychology, Yale University, New Haven, Connecticut 0650-8205, USA.


This experiment compared the effectiveness of gain-versus loss-framed messages to persuade women to obtain mammography screening. One hundred and thirty-three women 40 years and older and not adhering to current guidelines for obtaining mammography screening were assigned randomly to view either gain-framed (emphasizing the benefits of obtaining mammography) or loss-framed (emphasizing the risks of not obtaining mammography) persuasive videos that were factually equivalent. Attitudes and beliefs were measured before and immediately following the intervention. Mammography utilization was assessed 6 and 12 months later. Consistent with predictions based on prospect theory, women who viewed the loss-framed message were more likely to have obtained a mammogram within 12 months of the intervention. These findings suggest that loss-framed messages may have an advantage in the promotion of detection behaviors such as mammography.

[Indexed for MEDLINE]

Supplemental Content

Full text links

Icon for American Psychological Association
Loading ...
Support Center