Loss-framed Messages Research Articles

The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam

Ongoing climate change results in a large increase in damaging climatic events that affect people’s health, environment, biodiversity, and food security. One of the most vulnerable sectors to climate change is agriculture because farming relies heavily on planning for weather and seasons according to experience of past years, and therefore changes in seasons and unusual weather patterns lead to loss of crops or livestock. Responding to climate change impacts requires both mitigation and adaptation, in which communication plays an important role to raise awareness, change behaviours and gain policy support. Gain vs. loss message framing has been extensively studied in persuasive communication. Despite successful examples in risk communication, the effect of gain vs. loss message framing method in communicating climate change, a psychologically distant risk, is still not well understood. This study combines message persuasiveness with psychological distance to develop messages to encourage farmers on climate adaptation. We applied a 2 × 2 factorial design (gain/loss and abstract/concrete framed messages) and conducted the research in a coastal farming community (N = 368). Findings confirm that gain-framed messages are more effective in raising risk perceptions and efficacy, with stronger impact on behavioural intentions toward climate change, compared to loss-framed messages. Above all, farmers were more willing to take adaptation measures when exposed to gain- in combination with concrete-framed messages vs. loss- and abstract-framed. Implications for climate change communication research and practice are discussed.

“I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising

Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is lossframed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.

The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

As the fluctuating effects of the pandemic continue, vaccination studies accelerated to ensure mass immunity. However, considering the speed of inoculation, it should be emphasized that it is evident of hesitancy threatening the achievement of herd immunity. The COVID-19 pandemic has deeply stirred up suspicions about many new habits in daily lives; therefore the vaccination has no exception. This paper is dedicated to examining communication framings designed to promote vaccination programs, as it might be a communicative remedy of counter-responses against the vaccination. Yet, a great deal is unexplored how the pandemic causes people to generate counterarguments against the vaccination program. Therefore, this study aimed to analyze which features of the communications lead to such a negative belief and investigate the effects of religious framing on vaccination attitudes, based on the fact that people take a religious perspective in crisis times. Findings by 2×2x2 between-subjects design of ANCOVA revealed that selecting a framing path influences the general thought about vaccination, and religious-framed messages have the ability to transform counterarguing tendency. But these capabilities have some limitations and religious framing generally benefits through interaction with loss-framed messages. The theoretical contributions were mentioned following the results.

Promoting Mental Health on Social Media: A Content Analysis of Organizational Tweets

ABSTRACT This study analyzed tweets posted over 1 year from three mental-health organizations in the United States, along with audience engagement data of comments, retweets, and likes. The results revealed that tweets focused on mental illnesses or mental health received more engagement than those that emphasized event promotion or relationship building. In addition, there were more gain-framed than loss-framed messages, although the latter triggered more public engagement. Thematic framing was used more frequently than episodic framing and related to higher levels of engagement. Call-to-action (CTA), other audience engaging methods and multimedia strategies were used in various frequencies in these tweets; and the use of CTA, other engaging methods, photos/pictures, and external links, but not videos, were positively related to public engagement. Theoretical contributions and practical implications regarding using social media for mental health promotion were offered.

Effects of gain-loss-framed messages on virtual reality intervened fitness exercise

PurposeTechnology for fitness provides users with numerous features that aid the achievement of intended fitness/health goals such as checking consumption habits and adherence to exercise. Based upon the concepts of self-efficacy and prospect theories, this study aims to inspect the influence of messages frame on behavioral usage of virtual reality (VR) technology intervened fitness exercise.Design/methodology/approachBy usage of a laboratory-based experiment commissioning certain fitness exercises, this study is conducted on 150 respondents. An assessment is conducted on the efficiency of gain appeal mechanism (exercise performance feedback) toward the usage of VR intervened fitness exercise and measured surge in exercise self-efficacy (ESE), playfulness (PL) and outcome expectations.FindingsThe results show that gain-appealed/framed messages prove advantageous over loss-appealed/framed in performing VR intervened exercises. A bootstrapped (method) mediation analysis confirms higher positive effects of gain-framed messages upon intentions to use VR intervened fitness exercise. VR intervened fitness exercise was strongly and positively mediated by ESE, PL and outcome expectations.Practical implicationsThis study is of help to researchers and marketers trying to understand the role played by gain- and loss-framed messages on VR technology enabled fitness exercises.Originality/valueThis study helps VR and fitness technology developers and marketers understand the effectiveness of persuasive performance messages toward VR fitness exercise technology adoption amalgamating message intervention with better technology usage.

Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire.

This research examines the effectiveness of message framing, message appeal and information content in changing respondents' COVID-19 vaccination intentions through influencing their vaccine risk perceptions. Furthermore, the moderating effect of travel desire on the relationship between vaccine risk perceptions and changing vaccination intentions is examined. In doing so, two rounds of data that were collected from the same respondents. The first survey recorded respondents' vaccination intentions, travel desire and socio demographics. A follow up survey tested cause-and-effect relationships on the proposed relationships using a 2 (message frame: gain, loss) x 2 (message appeal: rational, emotional) ×2 (information content: subjective, objective) between-subjects online experimental design. Findings suggest that loss-framed messages are more effective than gain-framed and emotional-rational messages in reducing risk perceptions and, thus, changing vaccination intentions. Travel desire is found to moderate the effect of vaccine risk perception on vaccination intentions by weakening the negative effect of vaccine risk perception on vaccination intention. Findings show the importance of travel desire along with message framing and message appeal on changing individuals’ COVID-19 vaccination intentions in public health communications.

Age-related framing effects: Why vaccination against COVID-19 should be promoted differently in younger and older adults.

The COVID-19 pandemic is challenging healthcare systems worldwide and is causing numerous deaths. Vaccination is an important tool to help us get back to normal; however, the majority of the public must be willing to get vaccinated to reach herd immunity. By considering postulates of message framing and socioemotional selectivity theory, this study investigated the effects of gain-loss framing on younger and older adults' reactance arousal, attitudes toward the coronavirus vaccination, vaccination intention, and recognition performance. In a 2 × 2 online experiment in October 2020, 281 participants received textual health information about future vaccination against COVID-19 with either gain- or loss-framed messages (Factor 1). Half of the participants were aged 18-30 years, and the other half were 60 years and above (quasi-experimental Factor 2). Among younger adults, we found an antagonistic pattern of effects: While loss framing positively influenced vaccination attitudes and led to stronger vaccination intentions, it simultaneously decreased recognition accuracy. In contrast, there was no framing effect on attitudes and intentions in older adults, which might be a consequence of the positivity effect. These findings can be interpreted as a first step to uncover the interaction of age and framing in the coronavirus pandemic. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Mobile Text Messaging for Tobacco Risk Communication Among Young Adult Community College Students: Randomized Trial of Project Debunk.

BackgroundThe use of new and emerging tobacco products (NETPs) and conventional tobacco products (CTPs) has been linked to several alarming medical conditions among young adults (YAs). Considering that 96% of YAs own mobile phones, SMS text messaging may be an effective strategy for tobacco risk communication.ObjectiveProject Debunk is a community-based randomized trial aiming to identify specific types of messages that effectively improve perceived NETP and CTP risk among YAs in community colleges.MethodsWith YAs recruited offline from 3 campuses at the Houston Community College (September 2016 to July 2017), we conducted a 6-month randomized trial with 8 arms based on the combination of 3 message categories: framing (gain-framed vs loss-framed), depth (simple vs complex), and appeal (emotional vs rational). Participants received fully automated web-based SMS text messages in two 30-day campaigns (2 messages per day). We conducted repeated-measures mixed-effect models stratified by message type received, predicting perceived CTP and NETP risks. Owing to multiple testing with 7 models, an association was deemed significant for P<.007 (.05 divided by 7).ResultsA total of 636 participants completed the baseline survey, were randomized to 1 of 8 conditions (between 73 and 86 participants per condition), and received messages from both campaigns. By the 2-month post campaign 2 assessment point, 70.1% (446/636) completed all outcome measures. By the end of both campaigns, participants had a significant increase in perceived NETP risk over time (P<.001); however, participants had a marginal increase in perceived CTP risk (P=.008). Separately for each group, there was a significant increase in perceived NETP risk among participants who received rational messages (P=.005), those who received emotional messages (P=.006), those who received simple messages (P=.003), and those who received gain-framed messages (P=.003).ConclusionsIn this trial, YAs had an increase in perceived NETP risk. However, with stratification, we observed a significant increase in perceived NETP risk upon exposure to rational, emotional, simple, and gain-framed messages. In addition, YAs generally had an increase in perceived CTP risk and presented nonsignificant but observable improvement upon exposure to emotional, complex, and loss-framed messages. With the results of this study, researchers and practitioners implementing mobile health programs may take advantage of our tailored messages through larger technology-based programs such as smartphone apps and social media campaigns.Trial RegistrationClinicalTrials.gov NCT03457480; https://clinicaltrials.gov/ct2/show/NCT03457480International Registered Report Identifier (IRRID)RR2-10.2196/10977

What are healthcare workers’ preferences for hand hygiene interventions? A discrete choice experiment

ObjectivesTo understand the key attributes in designing effective interventions for improving healthcare workers’ (HCWs’) hand hygiene compliance and HCWs’ preference for these attributes.DesignA discrete choice experiment (DCE) was conducted with...

Tailored Cigarette Warning Messages: How Individualized Loss Aversion and Delay Discounting Rates Can Influence Perceived Message Effectiveness.

Current text-only cigarette warning labels (long-term, loss-framed messages) may not motivate positive changes in smoking behavior. The current project was a cross-sectional study examining the effects of tailored cigarette warnings on perceived message effectiveness (PME) in adult smokers (n = 512) conducted using Amazon Mechanical Turk (M-Turk) in January–February 2020. Participants were an average age of 40.7 (SD = 11.6), with the majority of the sample being female (62.2%) and White (88.9%). Participants reported smoking an average of 14.6 cigarettes/day (SD = 9.2) with an average FTND score of 4.6 (SD = 2.2). Participants were asked to complete a tobacco use history questionnaire, and mixed gambles and delay discounting tasks before random assignment to one of five message groups. The groups were based on a 2 (gain versus loss framing) ×2 (short-term versus long-term framing) between-subject design; a fifth group served as the control group. All experimental messages reported higher PME scores than the control (p values < 0.001, Cohen’s d = 1.88–2.48). Participants with shallower delayed reward discounting and lower loss aversion rates reported higher total PME scores, p values < 0.05. Our findings also suggest that loss aversion rates vary widely among smokers and that individuals are more responsive to messages congruent with their behavioral economic profile. Specifically, smokers who viewed messages congruent with their loss aversion and delay discounting rates reported higher PME scores than those who viewed incongruent messages (p = 0.04, Cohen’s d = 0.24). These preliminary findings suggest that anti-smoking campaigns may best impact smokers by tailoring messages based on individual loss aversion and delay discounting rates versus a one-size-fits-all approach.

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.

Reversing impatience: Framing mechanisms to increase the purchase of energy-saving appliances

Most environmental decisions involve intertemporal trade-offs, in that they require foregoing immediate gratification for the sake of future environmental quality. One such example is investing in energy efficiency, which entails an initial upfront cost in exchange for a future stream of energy and economic savings. Our experiment explores the role of individual temporal preferences in the decision to invest in energy conservation. We report results from a study on a nationally-representative sample of 2010 United States adults. Participants chose between appliances that differed solely in price and operating costs. We manipulated the salience of energy costs and primed participants with future-oriented messages. Our treatments increased energy-efficient choices by 24 percentage points compared with the status-quo scenario. Present-oriented individuals are less likely to purchase energy-efficient appliances but loss-framed messages that highlight the opportunity cost of inefficient appliances diminish the effect of impatience on refrigerators choice.

Identifying False Human Papillomavirus (HPV) Vaccine Information and Corresponding Risk Perceptions From Twitter: Advanced Predictive Models.

BackgroundThe vaccination uptake rates of the human papillomavirus (HPV) vaccine remain low despite the fact that the effectiveness of HPV vaccines has been established for more than a decade. Vaccine hesitancy is in part due to false information about HPV vaccines on social media. Combating false HPV vaccine information is a reasonable step to addressing vaccine hesitancy.ObjectiveGiven the substantial harm of false HPV vaccine information, there is an urgent need to identify false social media messages before it goes viral. The goal of the study is to develop a systematic and generalizable approach to identifying false HPV vaccine information on social media.MethodsThis study used machine learning and natural language processing to develop a series of classification models and causality mining methods to identify and examine true and false HPV vaccine–related information on Twitter.ResultsWe found that the convolutional neural network model outperformed all other models in identifying tweets containing false HPV vaccine–related information (F score=91.95). We also developed completely unsupervised causality mining models to identify HPV vaccine candidate effects for capturing risk perceptions of HPV vaccines. Furthermore, we found that false information contained mostly loss-framed messages focusing on the potential risk of vaccines covering a variety of topics using more diverse vocabulary, while true information contained both gain- and loss-framed messages focusing on the effectiveness of vaccines covering fewer topics using relatively limited vocabulary.ConclusionsOur research demonstrated the feasibility and effectiveness of using predictive models to identify false HPV vaccine information and its risk perceptions on social media.

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).

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.

Increasing Cervical Cancer Prevention Through HPV Testing: Challenges in Developing Persuasive Messages.

Decades of promotion of the Pap test have fallen short in persuading vulnerable women to get screened for cervical cancer. Human papillomavirus (HPV) testing provides an additional screening tool, and the task for cancer control is to promote understanding of the test and encourage its use. Ogden and colleagues investigated the effect of message framing on increasing knowledge and intention to receive HPV testing. Although both messages increased knowledge and intention, no differences were found between gain- and loss-framed messages. We explore implications of this finding and discuss needed research to expand upon and contextualize this important formative research.See related article, p. 839.

Do Framed Mental Health Messages on Social Media Influence University Students' Motivation for Physical Activity?

Message framing has been used as a strategy for promoting physical activity (PA) in university students, but the effectiveness of gain-framed (GF), or loss-framed (LF) messages is variable. This study aims to investigate the effects on motivation and PA behaviour of framed messaging on social media in university students. Gain- and loss-framed messages communicated the mental health outcomes of PA. A three-arm feasibility study (n = 148) collected pre-post intervention online questionnaire responses to assess motivation for PA, exercise, active travel, and PA levels, in response to the messaging intervention on Facebook. Both GF and LF messages effectively increased average motivation for PA in comparison to controls (GF by 0.3 (on a 7-point Likert scale), 9% [95% CI: 3–17%], p = 0.007, LF by 0.3, 10% [CI: 3–18%], p = 0.005). Average motivation for exercise increased in comparison to controls (GF by 0.6, 16% [95% CI: 6–26%], p = 0.001, LF by 0.5, 14.6% [95% CI: 5–26%], p < 0.001). Average motivation for active travel increased in comparison to controls (GF by 0.7, 18% [95% CI: 8–29%], p < 0.001, LF by 0.6, 19% [95% CI: 8–30%], p < 0.001). No meaningful differences between GF or LF messages were observed. Framed messages regarding mental health outcomes of PA delivered via social media could be effective for increasing PA motivation in university students. However, based on our results there is no gain- or loss-framed advantage.

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.