The effect of message framing and the presentation of health vs. social consequences on health risk perception

F Unger,M Steul-Fischer

doi:10.1007/s12297-020-00470-0

Abstract

With health prevention campaigns health insurance providers can increase the perception of health risks among customers in order to promote healthy behaviour. The presentation format of health information has a significant influence on the health-related behaviour of customers. We investigate in our experimental study the impact of positive vs. negative presentation (message framing) as well as the presentation of health vs. social consequences in health prevention campaigns on health risk perception. The results reveal that loss- (vs. gain-) framed messages and the presentation of health (vs. social) consequences increase health risk perception more strongly. This effect is mediated by a stronger perceived severity of health (vs. social) consequences. Women perceive health (vs. social) consequences more likely and closer in time than men. Our findings show the importance of increasing health risk perception in order to promote healthy behaviour intentions.

Highlights

Health insurance providers often use prevention campaigns to inform customers about different kinds of health risks and thereby promote healthy behaviour
We investigate in our experimental study the impact of positive vs. negative presentation as well as the presentation of health vs. social consequences in health prevention campaigns on health risk perception
Based on the theoretical consideration of health risk perception, message framing effects, and the presentation of health and social consequences, we propose the following hypotheses: H1 The health risk perception is higher for loss-framed compared to gain-framed messages of social consequences

Summary

Introduction

Health insurance providers often use prevention campaigns to inform customers about different kinds of health risks and thereby promote healthy behaviour. Various scholars have underlined the positive relationship between health risk perceptions and behavioural intentions for different health risks (Brewer et al 2007; Chandran and Menon 2004; Courbage et al 2017; Heideker and Steul-Fischer 2017; Menon et al 2008; Murdock and Rajagopal 2017; Samper and Schwartz 2013). In this respect, it is the focus of our study to investigate methods in health communication in order to increase health risk perception and healthy behaviour intentions. Either option influences an individual’s attitudinal and behavioural responses differently (Park 2012)

Objectives

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Results