Loss-framed Messages Research Articles

Communication strategies: encouraging healthy diets for on-the-go consumption

PurposeUnhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption.Design/methodology/approachTwo scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption.FindingsGain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source.Research limitations/implicationsThe study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings.Practical implicationsPractically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption.Originality/valueThis is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

Ex-ante reminders: The effect of messaging strategies on reducing non-sustainable consumption behaviors in access-based services

Users’ non-sustainable consumption behaviors are affecting the sustainability of access-based services (ABSs), but ABS firms can utilize messaging strategies (ex-ante reminders) to persuade users to curtail their non-sustainable consumption behaviors. Through two online scenario-based experiments in China, this study determined that: (1) Compared with rational appeal messaging, emotional appeal messaging is better able to persuade consumers to curtail non-sustainable consumption behaviors. Furthermore, loss-framed messages are more effective than gain-framed ones. (2) Message appeal and message framing have an interactive persuasive effect on reducing such consumer behaviors. Loss-framed rational appeal messages are more persuasive at reducing non-sustainable consumption behaviors than gain-framed rational appeal messages, and gain-framed emotional appeal messages persuade consumers to reduce non-sustainable consumption behaviors more than loss-framed ones. (3) Consumers’ psychological ownership moderates the persuasive effect of messaging. Among consumers with a high level of psychological ownership of shared goods, only gain-framed emotional appeal messaging is effective at reducing non-sustainable consumption behaviors, whereas among consumers with low psychological ownership, the persuasive effect of loss-framed rational appeal messaging is more effective than gain-framed emotional appeal messaging. This study extends the research on non-sustainable consumption behavior management in ABSs and provides important inspiration for the management of ABSs consumer behavior.

How health message framing and targets affect distancing during the COVID-19 pandemic.

Maintaining safe physical distance is paramount to slowing the spread of severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2)/coronavirus disease 2019 (COVID-19), particularly indoors (e.g., while shopping). We used a health message intervention to motivate grocery store customers to engage in distancing behavior. In an online experiment (N = 206) and a field experiment (N = 268; preregistered on OSF), we used a 2 × 2 between-subjects design and manipulated health messages (a) as gain-framed ("to foster health") versus loss-framed ("it could be deadly") and (b) as targeting different beneficiaries (customers themselves versus fellow citizens). In the field experiment, observers rated customers' distancing behavior during a random confederate encounter and a subsequent interview. We assessed customers' perceptions of risk and worry, perspective-taking, and state optimism as concurrent psychological processes to investigate customers' distancing behavior in correlational mediation analyses. Contrary to previous research, the intervention was more effective when pertaining to customers themselves than to their fellow citizens (Experiments 1-2). In addition, loss-framed messages were more effective than gain-framed ones (Experiment 2). The former behavioral effect was accompanied (and statistically mediated) by a concurrent psychological increase in customers' perceived risk and worry. Owing to their low cost and easy implementation, health messages constitute a promising means to promote physical distancing. Our results show that their effectiveness significantly depends on the framing and target of the health behavior. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

In COVID-19 Health Messaging, Loss Framing Increases Anxiety with Little-to-No Concomitant Benefits: Experimental Evidence from 84 Countries.

The COVID-19 pandemic (and its aftermath) highlights a critical need to communicate health information effectively to the global public. Given that subtle differences in information framing can have meaningful effects on behavior, behavioral science research highlights a pressing question: Is it more effective to frame COVID-19 health messages in terms of potential losses (e.g., “If you do not practice these steps, you can endanger yourself and others”) or potential gains (e.g., “If you practice these steps, you can protect yourself and others”)? Collecting data in 48 languages from 15,929 participants in 84 countries, we experimentally tested the effects of message framing on COVID-19-related judgments, intentions, and feelings. Loss- (vs. gain-) framed messages increased self-reported anxiety among participants cross-nationally with little-to-no impact on policy attitudes, behavioral intentions, or information seeking relevant to pandemic risks. These results were consistent across 84 countries, three variations of the message framing wording, and 560 data processing and analytic choices. Thus, results provide an empirical answer to a global communication question and highlight the emotional toll of loss-framed messages. Critically, this work demonstrates the importance of considering unintended affective consequences when evaluating nudge-style interventions.

The Effects of Gain-Loss Framing and Message Sidedness on GMO Acceptance: The Mediating Role of Psychological Reactance

Misinformation about GMOs (genetically modified organisms) circulated on social media has negatively impacted people’s beliefs and behaviors. This study explores whether and how the information element of online news can improve public attitudes toward controversial issues such as GMOs. For this purpose, a 2 (gain vs. loss frames) x 2 (one-sided vs. two-sided messages) experimental design is adopted. The results of ANCOVA show that those exposed to two-sided messages showed greater levels of GMO acceptance compared with those exposed to one-sided messages. A significant interaction effect on GMO acceptance was also found, demonstrating that a two-sided message focusing on the gain frame showed the highest levels of GMO acceptance. In addition, the effects of message sidedness and gain-loss frames on GMO attitudes are mediated by psychological reactance. Specifically, two-sided messages, compared to one-sided messages, led to lower GMO risk perceptions and higher GMO acceptance by reducing psychological reactance. Furthermore, compared to loss-framed messages, gain-framed messages decreased GMO risk perceptions and increased GMO acceptance by lowering participants’ psychological reactance. These results can provide a deeper understanding of the mechanism by which news messages might influence individuals’ acceptance of scientific information through activating psychological reactance.

The Effects of Gain-Loss Framing and Message Sidedness on GMO Acceptance: The Mediating Role of Psychological Reactance

Misinformation about GMOs (genetically modified organisms) circulated on social media has negatively impacted people’s beliefs and behaviors. This study explores whether and how the information element of online news can improve public attitudes toward controversial issues such as GMOs. For this purpose, a 2 (gain vs. loss frames) x 2 (one-sided vs. two-sided messages) experimental design is adopted. The results of ANCOVA show that those exposed to two-sided messages showed greater levels of GMO acceptance compared with those exposed to one-sided messages. A significant interaction effect on GMO acceptance was also found, demonstrating that a two-sided message focusing on the gain frame showed the highest levels of GMO acceptance. In addition, the effects of message sidedness and gain-loss frames on GMO attitudes are mediated by psychological reactance. Specifically, two-sided messages, compared to one-sided messages, led to lower GMO risk perceptions and higher GMO acceptance by reducing psychological reactance. Furthermore, compared to loss-framed messages, gain-framed messages decreased GMO risk perceptions and increased GMO acceptance by lowering participants’ psychological reactance. These results can provide a deeper understanding of the mechanism by which news messages might influence individuals’ acceptance of scientific information through activating psychological reactance.

Effects of message framing, psychological distance, and risk perception on exercise attitude in Chinese adolescents.

ObjectivesHealth communication campaign that promotes physical activity may aid in reducing the prevalence of childhood and adolescent obesity in China. This study examined the effects of message framing and psychological distance on the exercise attitude of Chinese adolescents, along with the interactive role of risk perception.MethodsParticipants in this study were between 10 and 19 years of age. Three experiments were conducted independently. In experiment 1, 76 participants were recruited to assess the effectiveness of message manipulation. In experiment 2, 40 participants were recruited to compare the effects of gain- and loss-framed messages on the exercise attitude. In experiment 3, 37 participants were recruited to explore the interaction between message framing (gain vs. loss), temporal distance (proximal vs. distal), and risk perception (low vs. high) on the exercise attitude. Exercise attitude and risk perception were assessed by Likert-type questionnaires.ResultsThere was a significant main effect of message framing (P < 0.05), with the gain-framed message inducing a stronger exercise attitude than the loss-framed message. There was a significant main effect of temporal distance (P < 0.05), with the proximal temporal distance condition inducing a stronger exercise attitude than the distal temporal distance condition. In addition, a significant interaction (P < 0.05) was observed, and the perception of obesity-related risk was a crucial moderator of the message framing and temporal distance. Regardless of whether they were exposed to a gain- or loss-framed message, the proximal temporal distance condition induced a stronger exercise attitude in participants with a high risk perception (P < 0.05).ConclusionMessages promoting exercise that are framed as having a near-future gain effect and that emphasize disease risks are effective in motivating adolescents to engage in physical activity.

Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia

There is an increasing interest in using insights from behavioural economics and psychology to influence people's decisions. However, little is known as to how to leverage these insights to inform educational campaigns in the context of nutrition-sensitive agriculture. We help to fill this void by investigating the effect of framed messages (gain vs loss) in stimulating demand for nutritionally enhanced crops. We conducted a field experiment with 648 farmers and found the following key results. First, nutrition education stimulates demand for nutritionally enhanced crops among smallholder farmers. Without nutrition education, farmers are less likely to switch from producing conventional maize to nutritionally enhanced maize. Second, gain-framed messages are slightly more effective: they result in a higher willingness to pay for nutritionally enhanced maize than loss-framed messages. Third, motivational orientations and risk perceptions of individuals moderate the effect of the framed messages.

The Effect of Message Framing on Preschoolers’ Attitudes and Behavioral Intentions: Influences of Age, Issue Involvement, and Delivery Method

Many previous studies have revealed that people’s decision-making may differ depending on message framing—whether the same content is presented with an emphasis on gain or loss. However, almost nothing is known about preschooler responses according to message framing. This study aimed to identify the characteristics of the message framing effect in preschoolers and to examine the influence of age, issue involvement, and delivery method on this effect. A total of 180 participants ranging from 3–5 years of age were randomly assigned to one of four conditions with different combinations of frame types and delivery methods. The attitudes and behavioral intentions of the children toward the messages were measured via questionnaire. The results showed that the effect of persuasive messages increased with age (p &lt; 0.001, ηp2 = 0.14) and was higher when the messages were more relevant to children (p &lt; 0.001, ηp2 = 0.15). Furthermore, loss-framed messages were more effective than gain-framed messages for issues delivered verbally with pictures, while the opposite was true for issues delivered only verbally (p &lt; 0.001, ηp2 = 0.06). These results enable developmental and theoretical discussions of the framing effect in children and provide practical data for improving the persuasion efficacy of message delivery in children.

An Application of Psychological Reactance Theory to College Student Voter Registration and Mobilization

ABSTRACT The purpose of this study was to test political engagement messages (voter registration and voter mobilization) effectiveness with younger adults using psychological reactance theory as a guiding framework. Two online survey experiments using a 2 (message frame: gain- vs. loss-frame) X 2 (social norm: positive vs. negative) factorial design found that in the context of voter registration, consistent with prior research, both a loss-framed message and a positive norm message elicited greater freedom threat and reactance. However, these findings were not replicated in the context of voter mobilization. Across both topics, the arousal of reactance was associated with diminished behavioral intention (either for registering to vote or for voting). While the social norms approach has been found effective in mobilization campaigns, findings from this study demonstrate that an implicit threat to one’s freedom (in the form of a positive social norms message) can elicit reactance among non-registered voters. This research suggests that political marketers should be aware of the potential for reactance to messages promoting voter registration among non-registered voters and be aware of potential backlash effects of loss-framed and positive norm-based messages in voter registration communication.

Promoting Lifespan Physical Activity Intentions… and Aging Anxieties? The Paradox of High-Risk and Loss-Framed Messages

Promoting Lifespan Physical Activity Intentions… and Aging Anxieties? The Paradox of High-Risk and Loss-Framed Messages

Message framing and COVID-19 vaccine acceptance among millennials in South India.

Vaccine hesitancy and refusal remain a major concern for healthcare professionals and policymakers. Hence, it is necessary to ascertain the underlying factors that promote or hinder the uptake of vaccines. Authorities and policy makers are experimenting with vaccine promotion messages to communities using loss and gain-framed messages. However, the effectiveness of message framing in influencing the intention to be vaccinated is unclear. Based on the Theory of Planned Behaviour (TPB), this study analysed the impact of individual attitude towards COVID-19 vaccination, direct and indirect social norms, perceived behavioural control and perceived threat towards South Indian millennials' intention to get vaccinated. The study also assessed the effect of framing vaccine communication messages with gain and loss framing. Data was collected from 228 Millennials from South India during the COVID-19 pandemic from September to October 2021 and analysed using PLS path modelling and Necessary Condition Analysis (NCA). The findings reveal that attitudes towards vaccination, perceived threat and indirect social norms positively impact millennials' intention to take up vaccines in both message frames. Further, independent sample t-test between the framing groups indicate that negative (loss framed message) leads to higher vaccination intention compared to positive (gain framed message). A loss-framed message is thus recommended for message framing to promote vaccine uptake among millennials. These findings provide useful information in understanding the impact of message framing on behavioural intentions, especially in the context of vaccine uptake intentions of Millennials in South India.

Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction

This article investigates the effects of message framing and distraction on older adults’ responses to a radio public service announcement (PSA) to promote influenza and pneumococci vaccinations. In detail, it addresses the message impact on recognition, attitudes toward the ad, and information-seeking intentions. The 2 × 2 online experiment was conducted in August 2019 in Germany. 378 participants aged 60 years and above received a radio PSA with either gain- or loss-framed messages (factor 1). Additionally, half of the participants completed a distraction task while listening (factor 2). Gain frames (η2p =.02) and a non-distracted reception situation (η2p =.04) positively influenced older adults’ recognition accuracy. Recognition, in turn, was found to mediate the effect of framing and distraction on the intention to seek further information on the campaign (framing: b = -0.03, distraction: b = 0.05). We conclude that gain-framed radio PSAs are an appropriate tool to raise awareness for a vaccination campaign and its contents, especially when recipients are concentrated while listening to it. We suggest to implement them at the early stages of a health intervention to sensitize people about vaccination, followed by more in-depth information material (e.g., brochures) to create behavior change.

How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric values

PurposeThis study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company.Design/methodology/approachUsing a 2 × 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling.FindingsGain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions.Originality/valueThis study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.

Impacts of gain versus loss frame messages about beverages on boy students, an application of extended parallel process model

BackgroundUnhealthy diet including consumption of high amounts of sugar-sweetened beverages is a key modifiable risk factor for obesity and NCDs which begin in childhood and adolescence. The study aimed to compare the effect of gain frame vs. loss frame messages on SSBs consumption intention and behavior of high school boy students.MethodsIn this quasi-experimental study, 270 students from three boy’s high schools were selected through a multistage random sampling. Data collection was done through a 15 items self-reported questionnaire before and two months after the intervention. Each of the two intervention groups received one of the two types of gain frame or loss frame designed pamphlets inspired with extended parallel process model. The control group received no pamphlet.ResultsIn control, GFM and LFM groups 91, 86 and 89 students participated in the study, respectively. After the intervention, significant differences were observed in perceived efficacy and threat of the GFM group and perceived efficacy, threat and intention in the LFM group compared with before the intervention. The GFM group had higher perceived self-efficacy than the control group and lower perceived severity than the LFM group. Intention to consume SSBs reduced significantly in LFM group, compared with the control group.ConclusionsA combination of LFM and GFM messages could more effectively lead to nutritional behavior change regarding the consumption of SSBs. Results help to design messages for educational programs and nutritional campaigns.

Effect of Information Framing on Wearing Masks During the COVID-19 Pandemic: Interaction With Social Norms and Information Credibility

ObjectiveThe main objectives of this study were to use the effect of information framing (different expressions of the same issue, e.g., positive messages and negative messages) to explore key factors that influence the attitude of and intention of the public toward wearing masks and to understand the internal and external factors of intervention on information framing perception.MethodsThis study performed an online questionnaire survey to explore the influence of demographic characteristics, information framing, social norms, and information credibility on the attitude of the public toward masks and their intention to wear them.Results(1) Information framing had a significant impact on the attitudes of people toward masks and their intention to wear them, and the persuasion effect of gain-framed messages was higher than that of loss-framed messages. (2) Gender, income, occupation, educational background, and residence have no significant difference in attitude and intention to wear masks. There was a significant correlation between age and wearing of masks (p = 0.041 < 0.05). (3) Social norms affected people's perception of information framing and their attitude toward wearing masks, but only the impact of loss-framed messages on intention was significant. (4) Information framing affected people's perception of information credibility, which had a positive impact on their intention to wear masks; however, information credibility only had a significant impact on attitude toward wearing masks under the gain-framed messages and played an intermediary role.ConclusionThe impact of information framing on the attitude of people toward masks and their intention to wear them varies. Individuals involved in the publicity of health information related to this issue should pay attention to the influence of information framing and content on the public wearing masks as a means of enhancing public health awareness.

Acceptability and preliminary effectiveness of a text messaging intervention to reduce high-risk alcohol use among adults 50 and older: an exploratory study

PurposePrevalence rates of older adults (OA, 50+) with high-risk alcohol use are rapidly growing. Barriers to intervention persist for OA. Mobile interventions, specifically short message service (SMS, also known as text messaging), provide an opportunity to overcome such barriers. The purpose of this paper is to explore the acceptability and preliminary effectiveness of four SMS intervention conditions compared to mobile assessment only among OA (50–65 years old, n = 49) who drink at high-risk levels compared to younger adults (YA, 21–49 years old, n = 102).Design/methodology/approachWithin and between age group differences at baseline and end-of-treatment (12 weeks) were explored. Generalized linear modeling was used to test age by receipt of any SMS intervention (compared to assessment only) effects across health outcomes. Effect sizes and visual analyses were generated to assess for age by type of SMS interactions.FindingsBoth age groups reported intervention satisfaction. Two-thirds elected to continue receiving SMSs after treatment concluded. Descriptively, SMS groups demonstrated reduced drinking across age groups at end-of-treatment compared to mobile assessment only, though slightly larger effects were found for YA than for OA. Age significantly moderated the receipt of any SMS intervention only for depression (i.e., older age weakened the therapeutic effect). Of all the SMS types, tailored messages outperformed the other conditions on drinking outcomes for both age groups. Depression, craving and alcohol problems responded to gain-framed messages among OA and loss-framed messages among YA.Research limitations/implicationsThe findings of this paper suggest that SMS is acceptable and potentially effective across age groups. Further adaptation of SMS across age groups could enhance its effectiveness.Originality/valueThis is the first paper to explore the impact of older age on the efficacy of text messaging as an intervention for hazardous alcohol use.

The Mediation Effects of Fear on the Relationship between Gain/Loss Message Frames and Cognitive/Conative Responses

This study investigates the underlying mechanism of fear appeal effects on behavioral changes applying the emotions-as-frame model and protection motivation theory to the green advertising context. The results indicate that a loss-framed message arises fear increasing severity, vulnerability, response efficacy, and self-efficacy, which in turn affect the intention to purchase a green product. Furthermore, this study results that a gain frame is more effective to lead green behavior than a loss frame.

Does the Message Frame Promote People’s Willingness to Vaccinate when they Worry about Side Effects from the COVID-19 Vaccine? Evidence from an Online Survey Experiment in China

ABSTRACT Vaccination is an effective strategy for controlling the coronavirus disease 2019 (COVID-19) pandemic. However, worrying about side effects (WSE) from the COVID-19 vaccine is the leading concern making people hesitant to get vaccinated. Regrettably, there are few studies on alleviating the negative impacts of WSE on COVID-19 vaccination. This study aimed to assess whether message framing (gain- and loss-framed) can moderate the impacts of WSE on the willingness to vaccinate. We conducted an online self-administered survey experiment with three groups: control group (non-framed group), gain-framed groups, and loss-framed groups. In total, 981 participants were randomly assigned to one of the three groups, and their willingness to vaccinate themselves, their children, and elderly members was recorded. People with a higher level of WSE exhibited a lower willingness to vaccinate against COVID-19. However, the gain- and loss-framed messages increased people’s willingness to vaccinate themselves, their children, and the elderly. Compared to the gain-framed messages, the loss-framed messages had a greater impact on enhancing people’s willingness to self-vaccinate, but not on vaccinating their children and the elderly. Although the gain- and loss-framed messages weakened the negative impacts of WSE on the willingness to be vaccinated, their buffer effect was non-significantly different. The findings in this study suggest that a loss-framed messaging strategy could be a valuable tool in disseminating information on vaccination against COVID-19.

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.