Gain-framed Messages Research Articles

Framing Effects and Evidence Type: Influence on the Persuasive Effect of Myopia Prevention Messages Among Elementary School Students in China.

Background: The myopia is a public health issue that attracts much attention. However, limited attention has been paid to the effect of primary school students' acceptance of health messages. Previous studies have found that framing effects and evidence types influence the persuasive effect of messages.Purpose: This study explored whether framing effects and evidence type influence the persuasive effect of myopia prevention messages among elementary school students and the influence of children's myopia prevention cognition was considered.Methods: A cross-sectional study was conducted among 1,493 elementary school students aged 9 to 13 in China from May to July 2020 by convenience sampling. Wilcoxon signed-rank test and multinomial logistic regression were used for data analysis.Results: Significant differences were found in the persuasive effect between statistical and non-statistical evidence messages (p < 0.001). Among non-statistical evidence messages, gain-framed messages showed a greater persuasive effect than loss-framed messages (p < 0.001). Among statistical evidence messages, loss-framed messages performed better than gain-framed messages (p < 0.001). Children's myopia prevention cognition exerted no significant effect on the persuasive effect of the messages (p > 0.05).Conclusion: This study demonstrated the influence of framing effect on the persuasive effect of myopia prevention messages among children aged 9 to 13 in China. Non-statistical evidence messages showed a better persuasive effect than statistical evidence messages. Different types of evidence influenced the persuasive effect of gain- and loss- framed messages. These findings have implications for strategies more or less likely to work in making myopia prevention messages for children.

Effects of Message Framing on Cancer Prevention and Detection Behaviors, Intentions, and Attitudes: Systematic Review and Meta-analysis.

BackgroundWith the increasing health care burden of cancer, public health organizations are increasingly emphasizing the importance of calling people to engage in long-term prevention and periodical detection. How to best deliver behavioral recommendations and health outcomes in messaging is an important issue.ObjectiveThis study aims to disaggregate the effects of gain-framed and loss-framed messages on cancer prevention and detection behaviors and intentions and attitudes, which has the potential to inform cancer control programs.MethodsA search of three electronic databases (Web of Science, Scopus, and PubMed) was conducted for studies published between January 2000 and December 2020. After a good agreement achieved on a sample by two authors, the article selection (κ=0.8356), quality assessment (κ=0.8137), and data extraction (κ=0.9804) were mainly performed by one author. The standardized mean difference (attitude and intention) and the odds ratio (behaviors) were calculated to evaluate the effectiveness of message framing (gain-framed message and loss-framed message). Calculations were conducted, and figures were produced by Review Manager 5.3.ResultsThe title and abstract of 168 unique citations were scanned, of which 53 were included for a full-text review. A total of 24 randomized controlled trials were included, predominantly examining message framing on cancer prevention and detection behavior change interventions. There were 9 studies that used attitude to predict message framing effect and 16 studies that used intention, whereas 6 studies used behavior to examine the message framing effect directly. The use of loss-framed messages improved cancer detection behavior (OR 0.76, 95% CI 0.64-0.90; P=.001), and the results from subgroup analysis indicated that the effect would be weak with time. No effect of framing was found when effectiveness was assessed by attitudes (prevention: SMD=0.02, 95% CI –0.13 to 0.17; P=.79; detection: SMD=–0.05, 95% CI –0.15 to 0.05; P=.32) or intentions (prevention: SMD=–0.05, 95% CI –0.19 to 0.09; P=.48; detection: SMD=0.02, 95% CI –0.26 to 0.29; P=.92) among studies encouraging cancer prevention and cancer detection.ConclusionsResearch has shown that it is almost impossible to change people's attitudes or intentions about cancer prevention and detection with a gain-framed or loss-framed message. However, loss-framed messages have achieved preliminary success in persuading people to adopt cancer detection behaviors. Future studies could improve the intervention design to achieve better intervention effectiveness.

Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students.

During a public health crisis, the provision and dissemination of health-related information are important for the relevant authorities to keep the public informed. By using different types of message framing, the authorities can effectively guide and persuade people to adopt health-related behaviors (such as vaccination). In this study, a web-based experiment using a 2 × 2 (message framing: gain framing versus loss framing) × (message presentation: narrative versus non-narrative) design was conducted to investigate the effects of different message frames on vaccination promotion. In total, 298 college students were recruited to participate in this study. The results suggest that, for message framing, loss-framed (vs. gain-framed) messages lead to higher intentions to get vaccinated. Furthermore, compared with non-narrative messages, narrative messages are more persuasive in promoting vaccination behavior. However, the interaction effect between gain–loss message framing and narrative framing is not significant. Additionally, perceived severity, perceived benefits, and perceived costs mediate the effect of narrative framing on behavioral intentions. In other words, compared with non-narrative messages, narrative messages lead to higher levels of perceived severity and perceived benefits, and a lower level of perceived costs, which in turn increase intentions to get vaccinated. This paper provides insightful implications for both researchers and practitioners.

Effect of Personalized Messages Sent by a Health System\u2019s Patient Portal on Influenza Vaccination Rates: a Randomized Clinical Trial

BackgroundAdult influenza vaccination rates are low. Tailored patient reminders might raise rates.ObjectiveEvaluate impact of a health system’s patient portal reminders: (1) tailored to patient characteristics and (2) incorporating behavioral science strategies, on influenza vaccination rates among adults.DesignPragmatic 6-arm randomized trial across a health system during the 2019–2020 influenza vaccination season. The setting was one large health system—53 adult primary care practices.ParticipantsAll adult patients who used the patient portal within 12 months, stratified by the following: young adults (18–64 years, without diabetes), older adults (≥65 years, without diabetes), and those with diabetes (≥18 years).InterventionsPatients were randomized within strata to either (1) pre-commitment reminder alone (1 message, mid-October), (2) pre-commitment + loss frame messages, (3) pre-commitment + gain frame messages, (4) loss frame messages alone, (5) gain frame messages alone, or (6) standard of care control. Patients in the pre-commitment group were sent a message in mid-October, asking if they planned on getting an influenza vaccination. Patients in loss or gain frame groups were sent up to 3 portal reminders (late October, November, and December, if no documented influenza vaccination in the EHR) about importance and safety of influenza vaccine.Main MeasuresReceipt of 1 influenza vaccine from 10/01/2019 to 03/31/2020.Key Results196,486 patients (145,166 young adults, 29,795 older adults, 21,525 adults with diabetes) were randomized. Influenza vaccination rates were as follows: for young adults 36.8%, for older adults 55.6%, and for diabetics 60.6%. On unadjusted and adjusted (for age, gender, insurance, race, ethnicity, and prior influenza vaccine history) analyses, influenza vaccination rates were not statistically different for any study group versus control.ConclusionsPatient reminders sent by a health system’s patient portal that were tailored to patient demographics (young adults, older adults, diabetes) and that incorporated two behavioral economic messaging strategies (pre-commitment and loss/gain framing) were not effective in raising influenza vaccination rates.Trial RegistrationThis trial was registered with ClinicalTrials.gov (NCT04110314).

1Development of persuasive message to encourage help-seeking for depression

Abstract Background Delayed initial treatment contact for mental disorders is an important public health problem. The objective of this study was to develop persuasive messages to encourage help-seeking for depression. Methods Firstly, we conducted a questionnaire survey among Japanese adults to understand the reasons why people avoid seeking professional help for depression (BMC Public Health 2016). Secondly, we created 6 depression help-seeking messages with 3 frames× 2 formats and assessed their effectiveness in eliciting help-seeking intentions for depression (BMJ Open 2018). Thirdly, we redesigned the loss-framed formatted message to make it more visually appealing and made a trial of repeated message exposure with the aim of sustaining the messaging effect over time. Results Less than 40 % of survey participants reported a positive help-seeking intention for depression. The neutral-, loss-, and gain-framed messages were selected so as to be matched against the top 3 reasons for having no help-seeking intention, respectively. The loss-framed formatted message functioned better than the others; help-seeking intentions increased from 36% to 47% after the message exposure. Repeated message exposure increased the message retention rate (once 26% vs. twice 48% at 2-week follow-up) which enhanced the elicitation of help-seeking intentions. Conclusions The depression help-seeking message can elicit the intent to do so among people who otherwise lack this. Key messages The Step approach to Message Design and Testing is useful for developing public health messages and materials. Acknowledge: This work was supported by JSPS KAKENHI Grant Number JP25460815, JP16K09147 and the Uehara Memorial Foundation Research Grant.

Practice Report: Student Health Ambassadors at Residential Campuses Contribute to Safer Campus Living and Learning During the COVID-19 Pandemic

In summer 2020 six residential institutions of higher education (IHE) and the Mountain Area Health Education Center (MAHEC) in Western North Carolina chose a collaborative approach to mitigating COVID-19 infection rates on campus. This approach shares the practices and successes of this concerted effort with a focus on a large public, medium public, and small private IHE. The campuses promoted a healthy and safe culture through a rigorous and transformational learning experience and focused on engaging Student Health Ambassadors (SHAs) in applying the Diffusion of Innovations model to peer-to￾peer gain-framed messaging for health. Three institutions’ programs are presented and cross-case analysis is used to illuminate transferable promising practices. Promising transferable practices across the schools include: selecting the right students, strong institutional support, the three Ps (positive, proactive and prevention-focused), building leadership skills, and peer-led campus culture change. Transferable insights from the practices at three campuses focused on the role and impact of peer-to-peer student health ambassadors on campus to mitigate the spread of COVID-19.

Self-Efficacy Mediates the Effect of Framing Eating Disorders Prevention Message on Intentions to Have a Sufficient Weight: A Pilot Study.

Background: In the context of social marketing, the effectiveness of prevention messages is a major issue. The main objective of the present study was to assess the effect of prevention messages framing on self-efficacy reinforcement in order to improve intentions to reach or maintain sufficient weight in a non-clinical sample. It thus focuses on testing the mediating role of self-efficacy. Methods: Two hundred and thirty-three university student women were randomly assigned to one of the two conditions (gain-framed versus loss-framed message). They were exposed to a short persuasive message and surveyed on self-efficacy and intention to maintain sufficient weight. Results: Loss-framed messages elicited higher levels of self-efficacy than gain-framed messages, which led to higher intentions to reach or maintain sufficient weight. This study sheds light on the mediating role of self-efficacy. Conclusions: The results suggest ways to improve the persuasiveness of prevention campaigns, thereby opening up further research avenues.

What Strategy Is Better for Promoting COVID-19 Vaccination? A Comparison Between Gain-Framed, Loss-Framed, and Altruistic Messages.

Vaccination is an efficient public health strategy for controlling infectious diseases like the COVID-19 pandemic. Therefore, this study evaluates the effect of gain-framed, loss-framed, and altruism messages on willingness to get a COVID-19 vaccine and confirms the best strategy for promoting vaccination. Herein, we designed an online survey experiment, including a control (exposure to non-framed information) and three experimental (exposure to gain-framed, loss-framed, or altruistic messages) groups, to assess the vaccination willingness. All participants (n = 1316) were randomly assigned into one of the four groups. The individuals exposed to gain-framed, loss-framed, or altruism messages exhibited a higher willingness to get a COVID-19 vaccine than those exposed to non-framed information. Moreover, the loss-framed information effect on vaccination willingness was more substantial than the other two messages. However, no significant difference was observed between the gain-framed and altruism messages. This study suggests that a loss-framed information dissemination strategy could be preferable to motivate vaccination willingness against COVID-19.

African American Parents’ Perceived Vaccine Efficacy Moderates the Effect of Message Framing on Psychological Reactance to HPV Vaccine Advocacy

This experiment assessed how the frame of promotional vaccine messages elicited psychological reactance differently for African American parents according to their level of perceived vaccine efficacy. We found that those with low perceived HPV vaccine efficacy experienced more psychological reactance in response to loss-framed messages compared to gain-framed messages, whereas message framing made little difference for those with high perceived HPV vaccine efficacy. In addition, the interaction between frame and perceived HPV vaccine efficacy indirectly affected parents’ intentions to vaccinate their child for HPV via reactance. These results support current theorizing about framing effects under defensive message processing specifically as it applies to psychological reactance.

Effects of message framing on recruiting Rh-D-negative blood donors in an emergency situation: Two randomized trials.

Prospect theory categorizes message framing according to whether it emphasizes a possible loss or a possible gain. Promotions of blood donation worldwide mainly focus on gain-framed appeal. The objective of the current study is to examine the effects of message framing on recruiting Rh-D-negative blood donors (RDNBDs) in an emergency situation. Two randomized trials. In Study 1, 813 group O and 500 group B RDNBDs were randomly assigned to three groups receiving three different recruitment text messages: (1) gain-framed, (2) loss-framed, and (3) information messages. In addition, 613 group A and 148 group AB RDNBDs were marked as (4) no message group. In Study 2, 758 RDNBDs were randomly provided one of two versions of materials focusing on either the possible survival (gain-framed) or the death (loss-framed) of a Rh-D-negative patient needed a blood transfusion. These participants then completed a questionnaire to examine the possible mechanisms underlying the observed effects. Compared to not receiving any message, significantly more RDNBDs re-donated within 14 days after they received a loss-framed message. Study 2 found that RDNBDs who read the loss-framed material expressed more willingness to donate immediately than those who read the gain-framed material. RDNBDs with high-risk perception expressed a greater blood donation intention in the loss-framed group. The loss-framed message made participants perceive others' needs more strongly, which generated more empathy, and thus increased blood donation intention. The results suggested that recruiting RDNBDs using a loss-framed message is suitable under an emergency.

Roll-your-own smokers’ reactions to cessation-efficacy messaging integrated into tobacco packaging design: a sequential mixed-methods study

BackgroundAlthough loss-framed pictorial warning labels (PWLs) have increased knowledge of the health harms caused by smoking, they may elicit maladaptive responses among some smokers who have tried repeatedly, yet unsuccessfully,...

Health gains through loss frames: Testing the effectiveness of message framing on citizens’ use of nutritional warnings

The aim of the present work was twofold: (i) to evaluate the effect of nutritional warnings and health-related packaging cues (nutrient claim and images of natural foods) on consumers' food choices, and (ii) to evaluate the influence of two types of messages (gain-framed and loss-framed) aimed at encouraging the use of such warnings and packaging cues on food choices. A total of 510 participants were recruited using an advertisement on Facebook and Instagram targeted at Uruguayan adult users. Participants were randomly allocated to one of three experimental groups: control (n = 167), loss-framed messages (n = 177) and gain-framed messages (n = 166). Then, they completed a choice-conjoint task involving packages of crackers differing in three variables: nutritional warnings (present vs. absent), nutrient claim (present vs. absent) and images of seeds and wheat (present vs. absent). Warnings were the most relevant package element driving choices, even when participants were not exposed to any type of message. Exposure to loss-framed messages led to changes in the relative importance attached to the package characteristics, whereas gain-framed messages did not. Graphic pieces conveying messages encouraging the use of nutritional warnings by stressing the negative consequences of excessive consumption of sugar, fat, and sodium increased the relative importance attached to nutritional warnings and decreased the relative importance attached to health-related cues (nutrient claims and images of seeds and wheat). These results suggest that public awareness campaigns aimed at encouraging citizens to use nutritional warnings should emphasize the negative health consequences of excessive intake of sugar, fat, and sodium.

Effective but fragile? Responses to repeated nudge-based messages for preventing the spread of COVID-19 infection

Nudge-based messages have been employed in various countries to encourage voluntary contact-avoidance and infection-prevention behaviors to control the spread of COVID-19. People have been repeatedly exposed to such messages; however, whether the messages keep exerting a significant impact over time remains unclear. From April to August 2020, we conducted a four-wave online survey experiment to examine how five types of nudge-based messages influence Japanese people’s self-reported preventive behaviors. In particular, we investigate how their behaviors are affected by repeated displays over time. The analysis with 4241 participants finds that only a gain-framed altruistic message, emphasizing their behavioral adherence would protect the lives of people close to them, reduces their frequency of going out and contacting others. We do not find similar behavioral changes in messages that contain an altruistic element but emphasize it in a loss-frame or describe their behavioral adherence as protecting both one’s own and others’ lives. Furthermore, the behavioral change effect of the gain-framed altruistic message disappears in the third and fourth waves, although its impact of reinforcing intentions remains. This message has even an adverse effect of worsening the compliance level of infection-prevention behaviors for the subgroup who went out less frequently before the experiment. The study’s results imply that when using nudge-based messages as a countermeasure for COVID-19, policymakers and practitioners need to carefully scrutinize the message elements and wording and examine to whom and how the messages should be delivered while considering their potential adverse and side effects.

The psycholinguistic and affective processing of framed health messages among younger and older adults.

How health-related messages are framed can impact their effectiveness in promoting behaviors, and messages framed in terms of gains have been shown to be more effective among older adults. Recent findings have suggested that the affective response to framed messages can contribute to these effects. However, the impact of demands associated with psycholinguistic processing for different frames is not well understood. In this study, exercise-related messages were gain or loss framed and with a focus on either desirable or undesirable outcomes. Participants read these messages while their eye movements were monitored and then provided affective ratings. Older adults reacted less negatively than younger adults to loss-framed messages and messages focusing on undesirable outcomes. Eye-movement measures indicated both younger and older adults had difficulty processing the most complex messages (loss-framed messages focused on avoiding desirable outcomes). When gain-framed messages were easily processed, they engendered more positive affect, which in turn, was related to better recall. These results suggest that affective and cognitive mechanisms are interdependent in comprehension of framed messages for younger and older adults. An implication for translation to effective health communication is that simpler message framing engenders a positive reaction, which in turn supports memory for that information, regardless of age. (PsycInfo Database Record (c) 2021 APA, all rights reserved).

Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks

During the COVID-19 pandemic, many businesses displayed signs to promote preventive behaviors, such as wearing masks in public, but the effectiveness of this practice largely remains unknown. This research investigates the interaction effect between gain-loss framing and self-other-interest appeals on individual issue judgment of mask-wearing in public. Additionally, it examines the moderating role of perceived situational risks on such interaction effects. Three experiments show that in low-risk public environments, loss-framed (vs. gain-framed) messages are more persuasive when appealing to the interests of socially distant entities (i.e., family and friends in study 1 and 2, community in study 3), and gain-framed (vs. loss-framed) messages are more persuasive when appealing to the interests of socially proximal entities (i.e., self in study 2). However, in high-risk public environments, gain-framed messages are always more persuasive than loss-framed messages, especially when appealing to the interests of socially distant entities (i.e., community in study 3). Theoretical and practical implications, limitations, and future research directions are discussed.

Be Part of the Conversation: Audiology Messaging During a Hearing Screening.

The moment patients learn the results from a hearing assessment can be a critical juncture on their journey to rehabilitation. Message framing (e.g., the positive or negative manner in which information is presented) has been explored in a wide range of health contexts as a method for shaping patients' decision-making. This study investigated whether attitudes toward hearing loss treatment varied as a function of how messages about treatment were framed, and whether such attitudes differed as a function of participants being led to believe they had failed a hearing screening. Sixty-four participants (18 to 39 years of age) took the Hearing in Noise Test. In the sound booth, participants saw a poster bearing either a gain-framed or loss-framed message about hearing loss treatment. During the test, half the participants were interrupted by the researcher who stated that their performance appeared to suggest a hearing loss, with the caveat that it might be due to an equipment malfunction. While the researcher investigated the problem, the participants completed an 11-item questionnaire asking about their attitudes toward help seeking for hearing loss. Participants in the control group completed the same questionnaire with no interruption. Statistical analyses revealed no significant interaction effect between message type and experimenter feedback condition, though a significant main effect was present for message type. Post hoc testing showed medium to large effect sizes as a function of message type on five of the 11-questionnaire items. These data indicated that participants were more likely to endorse health-positive responses (i.e., greater interest in hearing treatment) when exposed to the gain-framed message than the loss-framed message. The greater likelihood of health-positive responses in the presence of the gain-framed message suggests that this framing strategy may have a positive influence on attitudes toward hearing health behaviors among individuals under 40 years of age with no history of hearing loss.

The Daily Activity Study of Health (DASH): A pilot randomized controlled trial to enhance physical activity in sedentary older adults

Sedentary behavior increases the risk for multiple chronic diseases, early mortality, and accelerated cognitive decline in older adults. Interventions to reduce sedentary behavior among older adults are needed to improve health outcomes and reduce the burden on healthcare systems. We designed a randomized controlled trial that uses a self-affirmation manipulation and gain-framed health messaging to effectively reduce sedentary behavior in older adults. This message-based intervention lasts 6 weeks, recruiting 80 healthy but sedentary older adults from the community, between the ages of 60 and 95 years. Participants are randomly assigned to one of two groups: 1) an intervention group, which receives self-affirmation followed by gain-framed health messages daily or 2) a control group, which receives daily loss-framed health messages only. Objective physical activity engagement is measured by accelerometers. Accelerometers are deployed a week before, during, and the last week of intervention to examine potential changes in sedentary time and physical activity engagement. Participants undertake structural and functional (resting and task-based) MRI scans, neuropsychological tests, computerized behavioral measures, and neurobehavioral inventories at baseline and after the intervention. A 3-month follow-up assesses the long-term maintenance of any engendered behaviors from the intervention period. This study will assess the effectiveness of a novel behavioral intervention at reducing sedentarism in older adults and examine the neurobehavioral mechanisms underlying any such changes.

Framed Messages to Increase Condom Use Frequency Among Individuals Taking Daily Antiretroviral Medication for Pre-exposure Prophylaxis.

PrEP delivery and routine care provide a unique opportunity to promote sexually transmitted infection (STI) prevention by both increasing STI testing frequency and creating a space for affirmative and effective safer sex counseling. This study was a feasibility and acceptability pilot of an adapted framed message intervention to increase condom use frequency with PrEP. In the formative phase, two focus groups with PrEP users (N = 7) provided feedback on a provisional loss-framed message intervention and identified potential study barriers. In the pilot trial, the adapted loss-framed message intervention was compared to a gain-framed message intervention and enhanced skills condition in a sample of PrEP users (N = 29). In terms of intervention feasibility, 58% of approached PrEP users completed the eligibility screen; 79% of those eligible enrolled in the study and 66% of enrolled participants completed the three-month follow-up. In terms of intervention acceptability, participants found the informational messages, regardless of assignment, to be moderately interesting (M = 6.24, SD = 2.97) and useful (M = 7.07, SD = 3.00), and very easy to understand (M = 9.50, SD = 0.97) on Likert-type scales ranging from 1 to 10. In terms of intervention effects, there was a small effect of the gain-framed intervention (b = .58, SE = .93, CI = -1.33, 2.48, Cohen's d = .26) on HIV/STI risk transmission. There was a small-medium effect of both the loss- (b = 2.00, SE = .90, CI = .15, 3.85, Cohen's d = 1.46) and gain-framed (b = 2.24, SE = .93, CI = .34, 4.15, Cohen's d = 1.65) interventions on condom use motivation. Finally, there was a medium-large effect of both the loss- (b = .97, SE = 1.33, CI = -1.88, 3.82, Cohen's d = .54) and gain-framed intervention (b = 1.97, SE = 1.33, CI = -.88, 4.82, Cohen's d = .87) on condom use frequency. Further refinement and testing, in a larger -scale trial with higher ecological validity than this initial pilot intervention, is warranted.

Correcting misinformation using theory-driven messages: HPV vaccine misperceptions, information seeking, and the moderating role of reflection

ABSTRACT Despite the fact that scientific evidence has repeatedly affirmed the safety of the Human Papillomavirus (HPV) vaccine, unconfirmed stories on social media that allege the vaccine is harmful has led to vaccination refusal, which drastically hampers immunization rates. Although social media makes it easy for the spread of misinformation, these platforms are also suitable for misinformation correction. The current study employs an experimental design to 1) test theory-based correction messages using loss- vs. gain-frames, to combat misinformation online in the context of Facebook, 2) extend the effects of correction messages from misperceptions to behavioral intentions, and 3) examine the conditional effects of reflection which is one of the most important variables for information processing. Our findings demonstrated that individuals with low reflection had lower misperceptions about the vaccine when exposed to loss-framed messages. However, exposure to loss- or gain-framed messages did not seem to differ the misperceptions for individuals with high reflection. Additionally, our findings showed that loss-framing elicited lower information seeking intention among individuals with low reflection. Implications are discussed.

Going Green, but Staying in the Black: How Framing Impacts the Agreement With Messages on the Economic Consequences of Environmental Policies.

Past research suggests that although citizens are generally favorable to pro-environmental policies, their negative economic impact can be a relevant source of concern. In two studies, we investigated the agreement with messages highlighting the positive vs. negative economic impact of a pro-environmental policy (the creation of a protected natural reserve in a lakeside area), as a function of the framing of the policy itself in terms of local relevance (Study 1) and environmental impact (Study 2). In Study 1, participants (N = 514) were citizens of different Italian regions. Results showed that reference to the local (vs. global) relevance of the proposed policy increased the tendency to agree with loss-framed (vs. gain-framed) messages on the economic impact of the policy. In Study 2, participants (N = 500) were a sample of actual lakeside residents from the Garda Lake area in Italy. Results showed that reading messages promoting the policy through stressing the negative consequences of not implementing it (vs. the positive consequences of implementing it) increased the tendency to agree with a subsequent loss-framed (vs. gain-framed) message on the economic impact of the policy. This effect was more evident among participants with stronger place identity. Discussion focuses on the relevance of framing and matching effects in devising persuasive messages on the environmental and economic impact of pro-environmental policies.