Message Framing and Source Credibility Influence Decisions Concerning Physical Activity Policies

Abstract

When messages emphasizing benefits (positive frame) are delivered by a credible source they are relatively more likely to induce the adoption of a preventive behavior such as physical activity. Therefore, it is possible that message manipulation could be used to prompt behaviors that support efforts to promote physical activity. PURPOSE To study the effects of message framing and source credibility on decisions to implement policies promoting physical activity. METHODS A sample of university faculty and staff (n=600) were randomly selected and contacted via email. Those consenting to participate in the study were randomly assigned to one of four groups. Group 1 received a positively framed message from a credible source (PC), subjects in Group 2 were sent a positively framed message from a non-credible source (PNC), Group 3 received a negatively framed message from a credible source (NC) and Group 4 received a negatively framed message from a non-credible source (NNC). The positively framed messages described benefits associated with engaging in regular physical activity, while the negatively framed messages described the health risks of inactivity. A physician was used as the credible source and an undergraduate agricultural studies student served as the non-credible source. After reviewing the message, respondents made decisions about adopting a new university policy to promote physical activity and then answered demographic questions and completed questionnaires regarding physical activity (levels, attitudes and beliefs). RESULTS Subjects in the PC group were more likely than subjects in the other groups to opt for adopting the physical activity policy (X2 = 7.56; p < 0.01). A greater percentage of subjects in the PC group than in the NNC group selected a higher fund allocation level for policy development and implementation (X2 = 3.24; p < 0.05). All four groups were similar with regards to physical activity levels and attitudes and beliefs about physical activity (p > 0.05). CONCLUSIONS Positively framed messages from a credible source have the potential to influence decisions concerning physical activity policies. Changes in attitudes and beliefs about physical activity do not appear to mediate this response.