Comparative Evaluation of the Effect of Loss- and Gain-framed Tobacco Cessation Messages on Smoking Behavior: A Systematic Review

Abstract

Abstract The current systematic review aimed to compare the available literature on the effect of loss-and gain-framed tobacco cessation messages on smokers. Databases such as Scopus, PubMed, Cochrane, Science Direct, Lilac, Science Direct, Web of Science, and Google Scholar were searched comprehensively from the earliest available date till May 31, 2023. Observational, prospective experimental studies, and randomized controlled trials were included in the review. Ten full-text articles fulfilled the eligibility criteria and were further processed for the data extraction. Gain-framed messages were preferred by majority of the study participants over loss-framed messages in motivating them to quit. Smokers have been exposed to loss-framed warning messages quite frequently (like on cigarette packets), and as a result, they may have learned everything there is to know about the potential harms of smoking, perhaps leading to wear-out effects. Gain-framed messages could be perceived as feeling fairly fresh, which lowers the risk of wear-out consequences. However, the outcome varied based on the moderators used in the studies. Based on the results, a strategic combination of gain-framed and loss-framed messages with appropriate moderators and long follow-up needs to be developed based on the study population for assessing the effectiveness of these messages on actual smoking behavior and habit cessation.