Affordable Access

Shaping perceptions to motivate healthy behavior: the role of message framing.

Authors
  • Rothman, A J
  • Salovey, P
Type
Published Article
Journal
Psychological bulletin
Publication Date
Jan 01, 1997
Volume
121
Issue
1
Pages
3–19
Identifiers
PMID: 9000890
Source
Medline
License
Unknown

Abstract

Health-relevant communications can be framed in terms of the benefits (gains) or costs (losses) associated with a particular behavior, and the framing of such persuasive messages influences health decision making. Although to ask people to consider a health issue in terms of associated costs is considered an effective way to motivate behavior, empirical findings are inconsistent. In evaluating the effectiveness of framed health messages, investigators must appreciate the context in which health-related decisions are made. The influence of framed information on decision making is contingent on people, first, internalizing the advocated frame and, then, on the degree to which performing a health behavior is perceived as risky. The relative effectiveness of gain-framed or loss-framed appeals depends, in part, on whether a behavior serves an illness-detecting or a health-affirming function. Finally, the authors discuss the cognitive and affective processes that may mediate the influence of framed information on judgment and behavior.

Report this publication

Statistics

Seen <100 times