The role of dispositional factors in moderating message framing effects

Objective: Health messages can be framed in terms of the benefits of adopting a recommendation (gain frame) or the costs of not adopting a recommendation (loss frame). In recent years, research has demonstrated that the relative persuasiveness of gain and loss frames can depend on a variety of dispositional factors. This article synthesizes this growing literature to develop our understanding of the moderators of framing. Method: A systematic review of published literature on gain and loss framing was conducted. Articles were retrieved that tested the interaction between framing and moderators representing individual differences in how people are predisposed to think, feel, and behave. The significance and direction of framing main effects and interactions were noted and effect size data extracted where available. Results: Forty-seven reports published between January 1990 and January 2012 were retrieved that reported on 50 unique experiments testing 23 different moderators. Significant interactions with typically small to medium simple main effect sizes were found in 37 of the 50 studies. Consistent interactions were found for factors such as ambivalence, approach–avoidance motivation, regulatory focus, need for cognition, and self-efficacy beliefs. Less consistent effects were found for perceived riskiness of activity, issue involvement, and perceived susceptibility/severity. Conclusion: The relative effectiveness of gain- or loss-framed messages can depend on the disposition of the message recipient. Tailoring the frame to the individual therefore has the potential to maximize message persuasiveness

Impact of Cultural Exposure and Message Framing on Oral Health Behavior: Exploring the Role of Message Memory.

BACKGROUND: Health messages are more effective when framed to be congruent with recipient characteristics, and health practitioners can strategically choose message features to promote adherence to recommended behaviors. We present exposure to US culture as a moderator of the impact of gain-frame versus loss-frame messages. Since US culture emphasizes individualism and approach orientation, greater cultural exposure was expected to predict improved patient choices and memory for gain-framed messages, whereas individuals with less exposure to US culture would show these advantages for loss-framed messages. METHODS: 223 participants viewed a written oral health message in 1 of 3 randomized conditions-gain-frame, loss-frame, or no-message control-and were given 10 flosses. Cultural exposure was measured with the proportions of life spent and parents born in the US. At baseline and 1 week later, participants completed recall tests and reported recent flossing behavior. RESULTS: Message frame and cultural exposure interacted to predict improved patient decisions (increased flossing) and memory maintenance for the health message over 1 week; for example, those with low cultural exposure who saw a loss-frame message flossed more. Incongruent messages led to the same flossing rates as no message. Memory retention did not explain the effect of message congruency on flossing. LIMITATIONS: Flossing behavior was self-reported. Cultural exposure may only have practical application in either highly individualistic or collectivistic countries. CONCLUSIONS: In health care settings where patients are urged to follow a behavior, asking basic demographic questions could allow medical practitioners to intentionally communicate in terms of gains or losses to improve patient decision making and treatment adherence

When is congruency helpful? Interactive effects of frame, motivational orientation, and perceived message quality on fruit and vegetable consumption

Health messages framed to be congruent with people’s motivational orientation have been shown to be generally effective in promoting health behavior change, but some inconsistencies have been found. This study tested whether the perceived quality of a health message moderated the congruency effect in the domain of fruit and vegetable (FV) consumption. Undergraduate participants (N = 109) read a health message promoting FV intake in which the frame (gain vs. loss) was either congruent or incongruent with their approach/avoidance motivational orientation. Perceived message quality and intention to increase FV intake were assessed after message exposure, and self-reported FV intake was assessed one week later. A significant interaction between congruency and perceived message quality was found on both intention and FV intake. When messages were congruent, higher intentions and FV intake were observed when perceived message quality was high, but the reverse pattern was observed when perceived message quality was low. The findings support the potential utility of using congruently-framed messages to promote fruit and vegetable consumption, while also underscoring the necessity of using high-quality messages in order for congruency to influence health-related behaviors

Coronavirus (COVID-19) in the United Kingdom: A personality-based perspective on concerns and intention to self-isolate

Objectives Public behaviour change is necessary to contain the spread of coronavirus (COVID‐19). Based on the reinforcement sensitivity theory (RST) framework, this study presents an examination of individual differences in some relevant psychological factors. Design Cross‐sectional psychometric. Methods UK respondents (N = 202) completed a personality questionnaire (RST‐PQ), measures of illness attitudes, concerns about the impact of coronavirus on health services and socio‐economic infrastructures, personal safety, and likelihood of voluntary self‐isolation. Results Respondents most concerned were older, had negative illness attitudes, and scored higher on reward reactivity (RR), indicating the motivation to take positive approach action despite prevailing worry/anxiety. Personal safety concerns were highest in those with negative illness attitudes and higher fight–flight–freeze system (FFFS, reflecting fear/avoidance) scores. Results suggest people are experiencing psychological conflict: between the urge to stay safe (FFFF‐related) and the desire to maintain a normal, pleasurable (RR‐related) life. Ways of ameliorating conflict may include maladaptive behaviours (panic buying), reflecting reward‐related displacement activity. Intended self‐isolation related to FFFS, but also low behavioural inhibition system (related to anxiety) scores. Older people reported themselves less likely to self‐isolate. Conclusions Interventions need to consider individual differences in psychological factors in behaviour change, and we discuss relevant literature to inform policy makers and communicators

Message framing effects in the delivery of sleep hygiene information to parents of elementary and middle school children

In order to achieve all the benefits of sleeping, adequate quantity and quality of sleep are required, particularly for children and adolescents because of the issues of physical, emotional, and psychological development. Recent reviews of the literature have concluded children and adolescents consistently do not get enough sleep, and childhood sleep problems have serious negative effects on children and their families. Self-help guides have been proven to be effective, but the particular framing of the message is vital to its overall persuasiveness. Many researchers have found that these framing effects are important to the overall persuasiveness of a message. However, the interaction of message frame with individual characteristics of the decision-maker has not been explored in the way presented in this study. This study sought to determine what type of framing a factsheet regarding sleep in children and adolescents needs to have to induce the greatest amount of intended behavioral change, and what individual characteristics vis-à-vis dysfunctional parental discipline are related to message framing effects. Results showed expected correlational relationships between subscales of the Parenting Scale, with all other analyses lacking statistical significance. The current results are consistent with recent meta-analyses of the literature. Explanations for a lack of statistical significance are discussed

An Investigation of the Persuasive Effects of Rhetorical Questions, Message Framing, and the ELM in Promoting Responsible Cell Phone Usage

This study evaluated persuasive messages that advocate support for a ban against cell phones while driving using Petty and Cacioppo\u27s Elaboration Likelihood Model of persuasion as its theoretical framework. Seven hypotheses were tested using a 2 x 2 x 2 factorial design assessing the influence of need for cognition (high vs. low) in tandem with the variables of message framing (gain vs. loss statements) and message form (questions vs. statements) upon assessments of elaboration (ME), cognition message value (CMV), message effectiveness ratings (MEF), and attitude toward the prescribed behavior (ATPB). A significant main effect was found for message framing as positively framed messages produced more positive ratings for CMV, the degree to which individuals found the advocacy to be intellectually stimulating and worthwhile as vehicles for persuasion. A pair of significant two way interactions were detected as: (1) High need for cognition individuals registered a stronger commitment toward the prescribed behavior ( don\u27t use a cell phone while driving ) when exposed to negatively framed messages and (2) Low cognition receivers exposed to negatively framed messages registered a greater willingness to adopt the targeted behavior, future intent not to use a cell phone while driving. This latter result partially contradicted the original hypothesis

An investigation into the moderating role of fear appeals on the relationship between regulatory fit and persuasion

As one of the ways to persuade young people effectively, several scholars have indicated that using a tailored message that is consistent with individuals’ concerns and interests can influence their attitude and behavioral changes. Among diverse tactics to construct tailored health-messages, this research especially paid attention to individuals’ motivational goals (i.e., regulatory focus) that make them more inclined to a certain outcome. While promotion-oriented individuals primarily focus on how to achieve a desired ending, prevention-oriented individuals mainly focus on avoiding undesirable outcomes (Higgins, 1997; Higgins et al., 2001). Although numerous studies support the positive effects of the congruency between regulatory focus and message frame on persuasion, the researcher was concerned with the limited discussion about the effects of some message attributes (i.e., fear appeals) in tailored health-related Public Service Announcements (PSAs). In particular, a large number of health campaigns provide information in the context of highly emotive graphic images and text; however, the stimulus used in previous studies did not consider such factors’ possible moderating effects. In the context of an anti-binge drinking health campaign, the researcher therefore focused on how the level of fear in tailored messages influences college students’ perceptions of the message, their message processing, and their attitudes and behavioral changes. Using a 2 (regulatory focus: promotion vs. prevention) X 2 (message framing: gain vs. loss) X 2 (level of fear appeals: low vs. high) experimental design, the researcher found that messages that are consistent with individuals’ interests are more persuasive. When the tailored message contained a low fear appeal, more fluent message processing and greater perceptions of message relevance occurred, which in turn impacted persuasion. However, the findings indicate that message effectiveness should be discussed cautiously because the effectiveness of tailored messages is reduced when combined with a high fear appeal. Overall, this study advances our understanding of how a tailored message’s attributes influence individuals’ message processing and persuasion. The findings have practical and theoretical implications for future studies on the use of emotional appeals in persuasive advertising

To whom do we communicate? stage tailoring and framing of health messages in the promotion of fruit and vegetable intake

As campanhas de saúde são amplamente utilizadas para persuadir as pessoas a adoptarem estilos de vida saudáveis, incluindo o consumo de frutas e vegetais. O principal objectivo desta tese foi identificar os mecanismos pelos quais preditores sócio-cognitivos afectam o consumo de frutas e vegetais, utilizando esse conhecimento, e teoria, para o desenvolvimento de mensagens de saúde, avaliando a sua eficácia na promoção deste comportamento. Realizaram-se quatro estudos, descritos em cinco capítulos. As hipóteses formuladas sustentam-se no modelo Health Action Process Approach (Schwarzer, 2008) e na literatura sobre enquadramento de mensagens. Nos estudos descritos nos capítulos 2 e 3 verificou-se a utilidade teórica do modelo para este comportamento e selecionaram-se as crenças mais relevantes para cada constructo, a fim de desenvolver mensagens dirigidas a pessoas em diferentes estádios de mudança. No capítulo 4, demonstrou-se a superioridade de mensagens adequadas ao estádio na promoção da auto-eficácia entre pessoas num estádio não-intencional e intencional, e da intenção e progressão de estádio entre não-intencionais, sustentando a validade dos estádios. Os estudos apresentados nos capítulos 5 e 6, demonstraram o valor da adequação entre o enquadramento da mensagem e a orientação motivacional e as intenções dos destinatários, o qual mostrou variar consoante a qualidade percebida da mensagem. Os contributos aplicados apoiam o uso de teorias psicológicas no desenvolvimento de mensagens de saúde e a adaptação do seu conteúdo e enquadramento de acordo com o estádio de mudança e/ou orientação motivacional da audiência, para maior eficácia na promoção de mudanças nos comportamentos de saúde.Health communication campaigns are ubiquitous in the endeavor of persuading people to adopt healthier lifestyles, including fruit and vegetable intake. The central aim of this dissertation was to identify relevant mechanisms by which key psychological antecedents affect fruit and vegetable intake, using this knowledge and theory to inform the design of health messages, and evaluating their effectiveness in promoting this health behavior. We conducted four studies, which are described in five chapters. The theoretical underpinning of our hypotheses was based on the Health Action Process Approach (Schwarzer, 2008), and on the literature on health message framing. The studies described on chapters 2 and 3 allowed to verify the theoretical model utility in predicting fruit and vegetable intake, and to select relevant beliefs under the theoretical constructs for the development of health messages targeted at people in different stages of change. The study described on chapter 4 demonstrated the superiority of staged-matched health messages for instilling self-efficacy among non-intenders and intenders, and intention and stage progression for non-intenders, supporting the validity of stage assumptions. The two other studies, presented in chapters 5 and 6 demonstrated the value of matching the frame to the recipients´ motivational orientation and baseline intentions, which was shown to vary according to the perceived message quality. The applied contributions support the use of psychological theories for the development of health messages, and matching their content and frame to the recipient stage and/or motivational orientation for increased effectiveness in promoting health behavior change

When the frame fits the social picture:The effects of framed social norm messages on healthy and unhealthy food consumption

We investigated the influence of framed norm messages about food consumption on motivation to consume, and actual consumption of, healthy and unhealthy foods. We proposed that the effects of positive and negative message frames would vary by the type of underlying norms (i.e., injunctive, descriptive). More specifically, based on information processing theories, it was expected that injunctive norms would be more effective when framed negatively compared with positively, while the opposite was expected for descriptive norms. In both experiments, participants were randomly assigned to one of four framed social norm conditions or a no-norm control condition. In experiment 1, motivation to consume healthy and unhealthy foods was assessed by means of both indirect and self-report measures. In experiment 2, actual food consumption was assessed. In both experiments, the predicted interaction was found. Results show that injunctive norms benefit from a negative (vs. Positive) frame, while preliminary evidence suggests the opposite for descriptive norms

Implicación y encuadre como factores de eficacia en los mensajes publicitarios de las ONG

Esta investigación estudia la publicidad de las ONG destinada a recaudar donativos para la financiación de sus proyectos. A partir de los postulados del ELM se realizó un estudio cuasi-experimental con un diseño factorial 2x2 de medidas independientes, que evaluó la influencia del nivel de implicación de los sujetos y del encuadre del mensaje en la eficacia persuasiva de estos anuncios. Los resultados demuestran que el encuadre de ganancia, que hace hincapié en las consecuencias positivas de donar dinero, es más eficaz que el encuadre de pérdida que recalca las consecuencias negativas de no hacerlo. No se hallaron efectos relativos al nivel de implicación de los participantes