Abstract
Established frames of reference employing health-relevant content with public health professionals as subjects yield effects consistent with laboratory research. Studies illustrate the interplay of field structured and internally structured sets under varying experimental conditions. As one observes the ways frames of reference influence judgments of professional subjects regarding familiar content, the significance of the concept to health action becomes more apparent. Primary factors underlying the acceptance or rejection of established frames of reference were found to be the meaning given by the respondent to the communication, its personal or professional relevance, and the soundness or validity assigned to it.
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