Abstract
Health messages are a commonly used way to promote changes in dietary habits but their efficacy could be enhanced by strategies such as the way in which the presented arguments are framed. This study aimed to test the effectiveness of framed messages (gain vs. loss) on behavioural intention and fruit and vegetable (FV) intake, comparing predictions based on prominent theoretical perspectives on message framing (function of the health behaviour and recipients' motivational orientation) and by further exploring the role of baseline intentions as a potential moderator of the framing effects. Undergraduate students (N = 180) completed the three assessment points in time. At baseline, individual moderators (motivational orientation and intentions) and fruit and vegetable intake were assessed. One week later, participants were randomly assigned to the loss or gain-framed message and indicated their intentions for FV intake the following week. A week later, FV intake over the previous week was assessed. The gain-frame was not conducive, per se, to higher intentions or behaviour. Having intention as the outcome, only baseline intentions moderated the effects of message frame. When considering FV intake as the outcome, both motivational orientation and baseline intentions moderated the effects of message frame, with the loss-frame promoting higher FV intake among individuals who were prevention-oriented and had higher baseline intentions. Findings suggest that the success of framed messages for FV intake depends upon the recipient's characteristics, such as motivational orientation, baseline intentions, and cultural background, with implications for health communication interventions.
Highlights
On the basis of the congruency effect, the second hypothesis is that frame and motivational orientation will interact in the prediction of fruit and vegetable intake one week later, in the sense that loss-framed messages will be more effective for prevention-focused individuals and gain-framed messages will be more effective for promotion-focused individuals
Motivational orientation - or baseline intention - were included in the third step to control for any effects of these variables on both intention and fruit and vegetable intake
Motivational orientation was found to moderate the effects of frame over FV intake, with the loss-framed message leading to higher FV intake among prevention-focused individuals
Summary
Several studies have already been conducted on the moderators of health message framing, namely on the function of behaviour and motivational orientation, their interplay has seldom been studied. The aim of this experimental study on fruit and vegetable intake is three-fold: 1) to compare predictions based on both theoretical perspectives on framing moderators (i.e., function of health behaviour and motivational orientation), using a more controlled manipulation of message frame; 2) to explore the role of behavioural intentions as a potential moderator of framing effects; 3) to use both intention after message exposure and behaviour over the following week as the outcome variables. On the basis of the congruency effect, the second hypothesis is that frame and motivational orientation will interact in the prediction of fruit and vegetable intake one week later, in the sense that loss-framed messages will be more effective for prevention-focused individuals and gain-framed messages will be more effective for promotion-focused individuals. The third hypothesis is that for individuals already holding an intention to change, a loss-frame will be more effective than a gainframe, whereas for individuals who do not have the intention to change, a gain-framed message will be more effective
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