Fish Disease Outreach Messages: Testing of Gain and Loss Frames

Gain and loss framing has been used as a technique in risk communication to shape individuals’ behaviors in many fields. Our community-engaged research, conducted in partnership with the Michigan Department of Natural Resources (MDNR), experimentally tested five message frames to determine efficacy for outreach programs. We found: a) to increase risk perceptions of fish disease use a loss frame in a management context, b) to decrease risk perceptions of fish disease management use a gain frame in a disease context, and c) to motivate behavioral intentions for prevention and risk reduction use a gain frame in a disease context

Using Risk Perceptions to Develop Effective Great Lakes Aquatic Invasive Species Outreach

We examined risk perceptions that aquatic-based recreation stakeholders in the Great Lakes region held about fish diseases, using viral hemorrhagic septicemia (VHS) as our case study. Eighty-five percent of study participants knew nothing or very little about VHS. Regarding risks posed by VHS, participants overall were most concerned about risks to the environment and fishing. Additionally, greater than 75% were concerned about fish diseases, in general, affecting the Great Lakes or inland lakes. Outreach efforts can be enhanced by focusing on areas of greatest risk invasion; targeting boaters, paddlers, kayakers, and anglers; increasing awareness of and concern about fish diseases; and communicating actions boaters should take