Gain-framed Messages Research Articles

Effects of Message Frames and Sources in TikTok Videos for Youth Vaping Cessation: Emotions and Perceived Message Effectiveness as Mediating Mechanisms

PurposeThe objective of this study was to evaluate the effect of message frames (gain vs. loss) and sources (formal expert: a health-care professional vs. informal expert: an individual who successfully quit vaping) on the persuasiveness of TikTok videos among youth who currently use e-cigarettes. Additionally, the study examined how emotional responses and perceived message effectiveness (PME) mediate the framing effect on youth intention to quit vaping. MethodsA 2 (gain frame vs. loss frame) × 2 (formal expert vs. informal expert) factorial design experiment was conducted with 378 youth aged 13 to 18 who currently use e-cigarettes. The study measured participant's emotional responses, PME of the messages, and intention to quit vaping after the video exposure. ResultsMessages from a formal expert resulted in stronger intention to quit vaping compared to messages from an informal expert. Gain-framed messages were associated with higher PME when delivered by an informal expert, whereas loss-framed messages showed stronger effects on PME from a formal expert. Positive emotional responses and increased PME mediated the relationship between gain-framed messages and youth intention to quit vaping. DiscussionTikTok could serve as an effective tool for formal experts to promote vaping cessation among youth who use e-cigarettes. Additionally, the findings suggest that gain frames may be more influential than loss frames in promoting vaping cessation among youth, by eliciting positive emotional responses from the audience. The differential impact of message frames depending on source type indicates a nuanced interaction between content and messenger.

When and why do cuteness cues intensify the power of message framing in promoting pro-environmental behaviors?

Gain and loss message framing has been utilized to encourage consumers’ pro-environmental behaviors in the hospitality and tourism industries. However, little is known about when and why presenting different types of cuteness cues influences the relative effectiveness of gain-framed and loss-framed messages, despite the commonness of cuteness cues in the service environment. To address this gap, this research examines the interaction effects between message framing (gain vs. loss) and cuteness type (kindchenschema vs. whimsical) on consumers’ pro-environmental responses. Through three cross-cultural studies using the experimental design approach, our results show that when kindchenschema cuteness cues are present, loss-framed (vs. gain-framed) messages generate more favorable pro-environmental responses. In contrast, gain-framed (vs. loss-framed) messages are more effective when whimsical cuteness cues are present. Moreover, results from the mediation analyses revealed that the sense of feeling right is the underlying mechanism explaining these effects. These findings provide critical implications for theory and practice.

Effectiveness of a Mobile Phone Messaging-Based Message Framing Intervention for Improving Maternal Health Service Uptake and Newborn Care Practice in Rural Jimma Zone, Ethiopia: Protocol for a Cluster Randomized Controlled Trial.

Ethiopia has high rates of maternal and neonatal mortality. In 2019 and 2020, the maternal and newborn mortality rates were estimated at 412 per 1,000,000 births and 30 per 10,000 births, respectively. While mobile health interventions to improve maternal and neonatal health management have shown promising results, there are still insufficient scientific studies to assess the effectiveness of mobile phone messaging-based message framing for maternal and newborn health. This research aims to examine the effectiveness of mobile phone messaging-based message framing for improving the use of maternal and newborn health services in the Jimma Zone, Ethiopia. A 3-arm cluster-randomized trial design was used to evaluate the effects of mobile phone-based intervention on maternal and newborn health service usage. The trial arms were (1) gain-framed messages (2) loss-framed messages, and (3) usual care. A total of 21 health posts were randomized, and 588 pregnant women who had a gestational age of 16-20 weeks, irrespective of their antenatal care status, were randomly assigned to the trial arms. The intervention consisted of a series of messages dispatched from the date of enrolment until 6-8 months. The control group received existing care without messages. The primary outcomes were maternal health service usage and newborn care practice, while knowledge, attitude, self-efficacy, iron supplementation, and neonatal and maternal morbidity were secondary outcomes. The outcomes will be analyzed using a generalized linear mixed model and the findings will be reported according to the CONSORT-EHEALTH (Consolidated Standards of Reporting Trials of Electronic and Mobile HEalth Applications and onLine TeleHealth) statement for randomized controlled trials. Recruitment of participants was conducted and the baseline survey was administered in March 2023. The intervention was rolled out from May 2023 till December 2023. The end-line assessment was conducted in February 2024. This trial was carried out to understand how mobile phone-based messaging can improve maternal and newborn health service usage. It provides evidence for policy guidelines around mobile health strategies to improve maternal and newborn health. Pan African Clinical Trials Registry PACTR202201753436676; https://tinyurl.com/ykhnpc49. DERR1-10.2196/52395.

Effectiveness of Message Framing in Changing Restaurant Diners’ Plant-Based Meat Consumption

Drawing on regulatory fit theory, construal level theory, and means-end theory, this research examined the effects of message framing, message information, and message description on restaurant diners’ consumption intentions (CI) and the amount more they would be willing to pay ($WTP) for a plant-based diet. The study employed a mixed between-within-group methodology with a micro-longitudinal 2 (gain vs. loss framing) × 2 (health vs. environment information) × 2 (attribute-based vs. benefit-based description) scenario-based experimental design. An analysis of 361 survey responses revealed that health information should be conveyed through gain-framed messages with benefit-based descriptions, whereas environment information should be conveyed through loss-framed messages with attribute-based descriptions. These results enriched our understanding of diners’ attitudes towards plant-based meat consumption. The findings lay a theoretical foundation for future studies and present practical implications for the hospitality industry.

Utilizing gain and loss message framing for consumers: A Machiavellian perspective

ABSTRACT Marketers are looking to understand consumers better as they obtain more buying power. We examine the roles of message framing and its interaction with the Machiavellianism personality trait on attitudes toward the store advertisement and intention to recommend the store. Based on two studies, we find that gain-framed messages result in significantly higher attitude levels towards the store advertisement and intention to recommend. We also find a significant interaction effect of message framing and Machiavellianism on consumer attitudes toward the store advertisement and intention to recommend the store. Marketers can focus on message-framing strategies to improve attitudes toward store advertisements and intentions to recommend when achieving goals set by their organization. In our second study, we replicate the main effects, but the interaction effect reverses direction for Gen Z consumers, suggesting there may be times to use different message-framing strategies.

Navigating travel decisions in health crises: The interplay of message framing, regulatory focus, and perceived risk

This study investigates the impact of promotional message framing on domestic tourists' travel intentions during a health crisis, exploring the moderating effects of regulatory focus and perceived risk. Utilizing a 2 × 2 × 2 between-subject factorial design, two experiments were conducted with data collected from domestic tourists. The findings reveal that promotion-focused tourists prefer emotionally resonant gain-framed messages with lower discounts and show lower susceptibility to health risks compared to their prevention-focused counterparts. The interaction of gain-framed messages with low discount depth resulted in increased travel intentions despite the health crisis. On the other hand, prevention-focused tourists exhibited no significant change in travel intentions in response to differently framed messages. This study extends the promotional framing literature by incorporating regulatory focus and risk perception, offering practical implications for the tourism industry, particularly during a time of health crisis.

Intention and behavior toward eating whole grain pasta on a college dining campus: Theory of Planned Behavior and message framing

The consumption of whole grains has several health benefits, however, most US consumers – including young adults – do not meet the recommended consumption intake. To understand the underlying factors affecting the intention and consumption of whole grain pasta, a survey based on the Theory of Planned Behavior (TPB) was developed and administered to US college students. For four weeks, participants (n = 325) either did not receive any information (control) or received weekly messages on the health benefits of whole grain pasta (e.g., high fiber and niacin contents) in the forms of gain- (treatment 1) or loss-framed (treatment 2) information. Variables of the TPB model and consumers’ perceptions were investigated both at Time 1, when the first message was received (week 0), and at Time 2, one month after the intervention (week 4). Results from the two moments were compared. We found that the TPB measures and perceived usefulness were not influenced by the treatment group; however, the gain-framed message engendered greater message engagement than the loss-framed one. Finally, results from the structural equation model showed that attitude, subjective norms, and perceived behavioral control were positively associated with the intention to consume whole grain pasta, and the intention was a strong determinant of participants’ behavior. Based on our results, implications and suggestions for future studies are discussed.

Educational intervention based on the extended parallel process model improves adherence to diabetic diet and glycaemic control indices: a randomised, double-blind, controlled, factorial field trial.

Nutritional education is pivotal in the medical nutritional therapy of type 2 diabetes mellitus (T2DM). The extended parallel process model (EPPM) is a health education method for inducing desirable health behaviours. The present study aimed to investigate the effect of nutritional education based on the EPPM in T2DM patients on knowledge, attitude, practice, anthropometric indices, glycaemic factors, lipid profile and adherence to the diabetic diet. A randomised, double-blind, controlled, factorial field trial was designed for T2DM patients aged 30-59 years (n 88). Participants were randomly allocated into four groups to receive EPPM-based nutritional education through gain framed message (GFM), loss framed message (LFM), their combination (G\LFM) or usual diabetic education in the control group (CG). Participants were assessed before and after the study duration. After 3 months of intervention, eighty participants finished the study. The EPPM-based intervention increased participants' knowledge, behavioural intention, perceived sensitivity, severity, self-efficacy (P < 0·001 for all) and response efficacy (P = 0·029) in comparison with CG. GFM (P = 0·004) and G\FLM (P = 0·034) reduced carbohydrate intake and LFM (P = 0·034) and G\LFM (P = 0·047) decreased fat intake. Between-group analysis indicated interventions reduced weight (P = 0·046), BMI (P = 0·038), fasting blood sugar (P = 0·030), 2-hour postprandial blood glucose (P = 0·027) and TAG (P = 0·002) in comparison with the CG. Results were NS for protein intake, waist and hip circumference, waist:hip ratio, HbA1c, total cholesterol, LDL and HDL. Nutritional education based on EPPM could increase the knowledge and awareness of T2DM patients. Also, it could be beneficial for blood glucose amendment. Further investigations are recommended.

How (de)motivating teaching styles shape message framing outcomes on students’ self-efficacy, emotions, and grades

In this study, a mixed method and prospective design was followed to achieve two objectives: code student responses to an open-ended question about their teachers’ teaching and examine how this classification relates with the associations among students’ self-reports on teachers’ message framing (gains or losses), their self-efficacy, academic achievement emotions, and teacher reported grades. 1107 Spanish students in grades 9 to 12 participated in the study. GPT-4 was used to code the open-ended question responses on teachers’ teaching style. Structural equation modeling (SEM) tested the hypothesized relations among variables accounting for the teaching styles. Results from the SEM revealed that gain-framed messages related positively with student outcomes, as opposed to loss-framed messages, but only when teachers displayed a motivating teaching style. For demotivating teachers, messages did not relate with students’ outcomes except for gain-framed messages and student adaptive emotions. Directions for future research and implications for educational practice are discussed. Educational relavance statementThese findings bridge critical gaps in the field, incorporating a self-determination theory lens into a qualitative design, and concurrently addressing message framing and its interaction with teaching style on student outcomes. The study’s exploration of a wide range of emotions and its direct examination of teaching’s predictive value on student emotions further enrich the existing scholarship. In practical terms, the results provide valuable insights for educators, highlighting that cultivating a motivating teaching style and employing gain-framed messages can positively influence students’ emotions, self-efficacy beliefs, and grades. This research not only contributes to theoretical advancements in educational psychology but also offers a tangible and straightforward resource for teachers to enhance their instructional practices and positively relation with student outcomes. The major findings discussed above underscore the significance of these insights in informing both educational theory and classroom practices. For instance, the evidence gathered could be useful to develop interventions targeting teaching practices or those targeting students’ behavioural change regarding following teachers’ advice. Telling a teacher how to frame their messages is simple, does not require much time, expertise, or budget. Thus, it denotes the best scenario to conduct school-based interventions.

Moderación por el género de los efectos del encuadre visual de mensajes COVID-19 sobre emociones negativas

Un reciente meta-análisis reveló que mensajes persuasivos enmarcados en ganancias inducen emociones positivas en la audiencia mientras que mensajes encuadrados en pérdidas inducen emociones negativas; más aún, la experiencia de emociones positivas potencia la influencia de los encuadramientos de ganancia mientras que las emociones negativas aumentan los efectos de los enmarques de pérdida. Esto sugiere que los efectos de los encuadres de ganancia versus pérdida en la adherencia del público al mensaje son mediados por emociones. Como se sabe que las mujeres experimentan más emociones negativas que los hombres, en el presente estudio exploratorio nosotros evaluamos sesgos de género en las emociones negativas inducidas por imágenes que acompañaban a textos con recomendaciones nutricionales para prevenir la severidad de los síntomas de COVID-19. Los textos estuvieron encuadrados en no-pérdidas. Usando fotos de un ataúd versus una familia, encontramos una robusta interacción imagen x género entre trabajadores de un hospital en Lima, Perú: mientras que el ataúd tendía a aumentar las emociones negativas de las mujeres, aquellas de los hombres presentaban una tendencia opuesta. Así, concluimos que la intervención de emociones en un mismo proceso de persuasión puede terminar en adherencias diferentes de hombres y mujeres al mensaje y esto debe estudiarse. Los investigadores que ignoren la variable género en el encuadramiento visual de mensajes pueden arribar a conclusiones distorsionadas.

What's in a Message? Effects of Mental Fatigue and Message Framing on Motivation for Physical Activity.

Many adults worldwide do not meet current physical activity (PA) guidelines. Mental fatigue decreases the likelihood of choosing to engage in PA. Message framing may enhance PA motivation when fatigued. We examined the effects of mental fatigue and message framing on PA motivation with additional focus on the messaging "congruency effect." Three hundred and twenty undergraduates completed measures of dispositional motivational orientation and were exposed to either gain-framed or loss-framed messages before completing an effort discounting questionnaire. Results showed lower motivation to engage in PA of higher intensities and longer durations. Direct effects of message framing on PA motivation were not significant. Interaction effects revealed that participants receiving messages congruent with their dominant motivational orientation showed increased motivation for light-intensity PA and decreased motivation for vigorous-intensity PA as mental fatigue increased. Findings suggest that providing messages congruent with one's dominant motivational orientation may increase motivation for engaging in light-intensity PA when fatigued.

Issue Involvement Moderates the Effect of Gain- and Loss-Framed Messages on Mothers’ Intentions to Give 5 Portions of Fruits and Vegetables to Their Children Every Day

Research suggests that issue involvement moderates the efficacy of gain and loss frames, yet the extent to which this is true across behaviors and contexts is an open question. In this study, I examined the moderating role of issue involvement in the context of fruit and vegetable intake in Lima, Peru. Only 11.3% of the Peruvian population 15 years old or older consume five servings of fruits and vegetables every day, even though this health behavior prevents the onset of chronic diseases, including diabetes and hypertension. Guided by the Reasoned Action Approach and research about the effects of gain and loss frames, I conducted an experiment (N=253, three conditions: gain-framed messages condition; loss-framed messages condition; and no-message, control condition) to assess the effect of gain- and loss-framed messages on mothers’ intentions to increase fruits and vegetables consumption among their 1- to 5-year-old children in Lima. Results indicated that mothers who saw gain-framed messages reported greater intentions than those who did not see any messages (control condition). However, issue involvement moderated the effect of gain frames, such that mothers low in issue involvement reported greater intentions after seeing the gain-framed messages. Theoretical and practical implications are discussed.

Survey the effectiveness of education based on message framing through mobile phone on women’s physical activity

BackgroundPhysical activity in female employees is a healthy behavior and increases strength, endurance, improves flexibility, improves the feeling of vitality and freshness, improves health, and ultimately increases life expectancy. Health messages are one of the most effective ways to engage people and motivate them to perform healthy behaviors. The purpose of this study was to the study of the effectiveness of education based on message framing through mobile phone (whatsapp) on the physical activity of women employees of universities and higher education institutions in Ahvaz city.MethodIn this interventional study, 90 of female employees of three universities and higher education institutions of Ahvaz city were selected by random sampling and randomly divided into three groups (30 participants) receiving gain framed messages, receiving loss framed messages and the control group. The tools of data collection were demographic information questionnaire and international physical activity questionnaire (IPAQ). The participants of the intervention groups received educational messages about physical activity behavior in two different gain and loss framed messages through whatsapp for one month. Data were collected from three groups at the beginning of the study, immediately and two months after the intervention, and were analyzed using SPSS version 26.ResultsThe results showed that there was a significant increase in the average physical activity score after the intervention in two interventional groups. by comparing the increase of this score, 53% improvement in physical activity is observed in the gain message group and 15% in loss massage group but there was no significant increase in the control group.ConclusionThe results of this study showed that the design and implementation of education programs based on message framing, especially gain framed messages through online education (Whatsapp) can improve and promote physical activity behavior in women employees.

Effect of a Personalized Tobacco Treatment Intervention on Smoking Abstinence in Individuals Eligible for Lung Cancer Screening

IntroductionTo determine whether personalized gain-framed messaging and biomarker feedback related to tobacco cessation or reduction decrease smoking behavior in patients undergoing or eligible for lung cancer screening. MethodsBetween 2016 and 2020, 188 patients were enrolled in a two-phase, sequential, randomized controlled trial. Phase 1 evaluated whether standard of care (SC) (five in-person counseling sessions and 8 weeks of nicotine patch) plus gain-framed messaging (GFM) versus SC would increase 8-week biochemically verified smoking cessation rates. In 143 participants randomized in phase 2, we tested whether feedback on smoking-related biomarkers would reduce 6-month self-reported number of cigarettes smoked per day compared with a no feedback control. Chi-square test and mixed effects repeated measures analyses were used to evaluate group differences. ResultsParticipants were 62.5 ± 5.6 (mean ± SD) years of age, had a 50.3 ± 21 pack-year smoking history, and were smoking 16.9 ± 9.9 cigarettes per day. At 8 weeks, there was no difference in quit rates between those randomized to SC plus GFM (n = 15 of 93, 16.1%) and those randomized to SC (n = 16 of 95, 16.8%), with p equals to 0.90. At the 6-month post-randomization follow-up, number of cigarettes smoked per day was similar in the feedback (least-squares mean = 7.5, 95% confidence interval: 6.0–9.1) and no feedback arms (7.7, 95% confidence interval: 6.2–9.3), with p equals to 0.87. ConclusionsGain-framed messaging and health feedback did not significantly improve quit rates relative to comprehensive standard of care. Nevertheless, the overall program achieved clinically meaningful smoking quit rates in this older high pack-year cohort, highlighting the importance of intensive tobacco treatment for patients undergoing lung cancer screening. Clinical trial registered with ClinicalTrials.govNCT02658032.

Gain/loss framing moderates the VMPFC's response to persuasive messages when behaviors have personal outcomes.

Activity within the ventral medial prefrontal cortex (VMPFC) during encoding of persuasive messages has been shown to predict message-consistent behaviors both within scanner samples and at the population level. This suggests that neuroimaging can aid in the development of better persuasive messages, but little is known about how the brain responds to different message features. Building on past findings, the current study found that gain-framed persuasive messages elicited more VMPFC activation than loss-framed messages, but only when messages addressed outcomes that would be experienced by participants directly. Participants also perceived gain-framed messages as more effective than loss-framed messages, and self-reported perceptions of message effectiveness were positively correlated with VMPFC activation. These results support theories that VMPFC activity during message encoding indexes perceptions of value and self-relevance and demonstrate that established theories of persuasion can improve the understanding of the neural correlates of persuasion.

Does messaging matter? A registered report on appearance-versus health-based message framing in exercise appeals targeted towards women

ObjectiveProspect theory proposes that message framing differentially impacts the likelihood of engaging in health-related behaviors. Specifically, gain-framed messages that highlight the benefits of engaging in a behavior are more effective at promoting preventative behaviors than loss-framed messages highlighting the costs associated with a lack of engagement. Research suggests that gain-framed messages may more successfully reduce psychological reactance compared to loss-framed messages, which in turn, may promote behavioral change. However, reactance as a mechanism has been largely overlooked in the literature and support for this hypothesis is mixed. These conflicting results may be due to additional factors, such as outcomes of the targeted behavior (health vs. appearance) and goal orientation. Therefore, the present study examined whether message framing (gain- vs. loss-framing) and the fit between a health message’s outcomes of focus (i.e., health vs. appearance) and an individual’s goal orientation predict psychological reactance, and in turn, cognitive and behavioral outcomes related to exercise. DesignThis study employed a randomized trial with four experimental groups composed of insufficiently active women. Specifically, participants were randomized to view a loss- or gain-framed video emphasizing either health- or appearance-related outcomes. ResultsCounter to expectations, there were no between-group differences on exercise-related attitudes and intentions immediately post-intervention, or self-reported behavior at 1-week post intervention. However, when health outcomes were emphasized, loss-framed messages generally elicited more reactivity than gain-framed messages. This finding was not replicated for the appearance conditions. Appearance messages also generally elicited more reactance than health messages. Meanwhile, reactance did not predict changes in exercise-related attitudes, intentions, or self-reported behavior, and the relationship between messaging content and reactance was generally not moderated by goal orientation. ConclusionFor young inactive women, receiving messages geared towards appearance-related risks of inactivity (e.g., weight gain) tended to produce more reactivity than messages geared towards health-related risks of inactivity (e.g., weakened immune system). However, this did not change exercise-related attitudes, intentions, or self-reported behaviors. Health gain-framed education regarding exercise may be an important part of a comprehensive intervention toolkit, but is likely not enough in and of itself to support or hinder exercise engagement, regardless of framing or emphasized outcomes.

A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior

This cross-cultural study investigates the differential effects of message framing techniques in promoting fair-trade consumption between Eastern and Western cultures. A total of 414 Vietnamese participants from Vietnam and 342 American participants recruited through Amazon Mechanical Turk were randomly assigned to two message framing conditions. It emphasizes the interconnected nature of fair-trade consumption behavior, influenced by message framing, processing fluency, and justice restoration effectiveness. The findings provide practical insights for marketers in effectively engaging consumers in purchasing fair-trade products. This study contributes to the literature by illuminating the impact of message framing strategies on consumer behavior toward fair-trade products in different cultural contexts. Marketers can leverage cultural orientations and message processing styles to develop more effective communication strategies for promoting fair-trade product adoption. Specifically, loss-framed messages may be more persuasive in increasing purchase intention among Vietnamese consumers, while gain-framed messages may resonate better with American consumers. Additionally, messages emphasizing the positive outcomes and benefits of fair-trade products for farmers and producers can enhance consumers’ likelihood of purchasing such products.

Communication strategies for promoting sports participation for health: an examination of goal-framing effects in South Korea

ABSTRACT The South Korean government has implemented a public campaign promoting sports participation for health since 2005. However, research on the communication strategies of this campaign is limited. This study examined message strategies to promote sports participation for health through two experiments. A convenient sample comprising individuals aged 18–55 years was recruited from a large public university in South Korea. The results of experiment 1 support the basic tenet of goal-framing effects that gain-framed messages are more effective than loss-framed messages in promoting sports participation, which is a typical preventive health behavior. In experiment 2, gain-framed messages for sports participation were further classified into two types: easy but small-gain (ESG) messages and difficult but large-gain (DLG) messages. Experiment 2 examined whether the persuasive impact of the two types of gain-framed messages varies according to individuals’ past sports experience levels (i.e. active vs. occasional sports participants). As predicted, ESG was more persuasive than DLG for occasional sports participants. However, the persuasive effects of ESG and DLG did not significantly differ among active sports participants. Theoretical and practical implications are discussed.

Message framing effects on attitude and intention toward social participation in old age

BackgroundMessage framing is frequently used to advocate health perceptions and behaviors. The effects of message framing on various health behaviors have been examined; however, its effects on social participation, a key determinant of healthy aging, are unclear. This study investigated the effects of message framing on older adults’ attitudes and intentions toward social participation.MethodsA questionnaire survey conducted in 2020 targeted community-dwelling people aged ≥ 65 years in two rural areas in Japan. Participants were randomly allocated to four groups according to the types of framed messages to promote social participation activities: “private gain-framed message,” “private loss-framed message,” “public gain-framed message,” or “no message.” Outcomes included attitudes and intentions toward social participation (impression, interest, and readiness for social participation activities).ResultsA total of 1,524 participants were analyzed (men: 46.3%; average age: 75.7 ± 7.9 years). Ordinal logistic regression analyses of individuals who engaged in any social participation activity showed no significant intergroup difference in the outcomes after adjusting for potential covariates. Among people who did not engage in any activity, the private loss-framed message was associated with a more favorable impression and higher interest and readiness than no message. The private gain-framed message was related to a higher interest in social participation.ConclusionsPrivate loss-framed messages are possibly most effective in reinforcing attitudes and intentions toward social participation, particularly among individuals without social participation experience. These findings highlight the possibility of using a message-framing approach to promote social participation in older adults.

Framing energy-efficiency programs: A survey experiment

In the U.S., many low- and moderate-income households live in energy-inefficient homes and are burdened by energy bills. Although energy-efficiency home improvement programs are long-term solutions for home energy problems, the take-up of income-eligible energy-efficiency programs can be low. This study investigates how information framing affects low- and moderate-income individuals' willingness to participate in energy-efficiency programs in the U.S. as informed by prospect theory and regulatory focus theory. The author used a survey experiment to test how framing free energy-efficiency programs as helping homeowners avoid monetary losses versus framing programs as providing energy savings affects respondents' interest in program participation. Results from a national sample of homeowners pre-stratified by income (N = 1590) suggest that gain-framed messages are more effective in encouraging take-up willingness among moderate-income homeowners than loss-framed messages. At the same time, framing's effect on take-up willingness is statistically insignificant among low-income homeowners. Stress about paying energy bills also predicts willingness to take up energy-efficiency programs with statistical significance. This study contributes to helping policymakers customize information about energy-efficiency programs with different framings for individuals across the income strata.