Fish Disease Outreach Messages: Testing of Gain and Loss Frames

Abstract

Gain and loss framing has been used in risk communication across many fields as a technique for shaping individuals’ behaviors. Via community-engaged research conducted with the Michigan Department of Natural Resources, we tested five message frames to determine efficacy for outreach programs. We made the following determinations: (a) for increasing risk perceptions regarding fish disease, a loss frame in a fish disease management context should be used; (b) for decreasing risk perceptions regarding fish disease management, a gain frame in a fish disease context should be used; (c) for motivating behavioral intention regarding prevention and risk reduction, a gain frame in a fish disease context should be used. Our findings are of interest to Extension professionals and others working in natural resources.