Loss aversion or lack of trust: Why does loss framing work to encourage preventive health behaviors?

Abstract

We implement a field experiment designed to increase participants’ willingness to visit a health clinic. We find that framing a $50 incentive as a loss rather than a gain increases take-up, but we do not find support for the notion that loss aversion is responsible for the effectiveness of loss framing. Instead, it appears that loss framing promotes take-up by raising the perceived probability that the incentive will be provided as promised. The results suggest trust is an alternative pathway through which loss framing may affect behavior, and trust may be an important way to promote desirable health behaviors.