TY - JOUR
T1 - Message framing, it does a body good
T2 - Effects of message framing and motivational orientation on young women's calcium consumption
AU - Gerend, Mary A.
AU - Shepherd, Melissa A.
PY - 2013/10
Y1 - 2013/10
N2 - We investigated the effects of gain-framed versus loss-framed messages and motivational orientation on calcium consumption. After completing a motivational orientation scale (behavioral inhibition system/behavioral activation system), undergraduate women (N = 141) were randomly assigned to read a gain-framed or loss-framed pamphlet promoting calcium consumption. Calcium consumption was assessed 1 month later. For calcium supplement behavior, a gain-framed advantage was observed for behavioral activation system-oriented individuals, whereas a loss-framed advantage was observed for behavioral inhibition system-oriented individuals. For dietary calcium intake, a gain-framed advantage was observed among behavioral activation system-oriented individuals; however, no framing effect emerged for behavioral inhibition system-oriented individuals. The success of framed messages depends on the message recipient's motivational orientation.
AB - We investigated the effects of gain-framed versus loss-framed messages and motivational orientation on calcium consumption. After completing a motivational orientation scale (behavioral inhibition system/behavioral activation system), undergraduate women (N = 141) were randomly assigned to read a gain-framed or loss-framed pamphlet promoting calcium consumption. Calcium consumption was assessed 1 month later. For calcium supplement behavior, a gain-framed advantage was observed for behavioral activation system-oriented individuals, whereas a loss-framed advantage was observed for behavioral inhibition system-oriented individuals. For dietary calcium intake, a gain-framed advantage was observed among behavioral activation system-oriented individuals; however, no framing effect emerged for behavioral inhibition system-oriented individuals. The success of framed messages depends on the message recipient's motivational orientation.
KW - Adolescent and young adult women
KW - calcium consumption
KW - message framing
KW - motivational orientation
UR - http://www.scopus.com/inward/record.url?scp=84884275643&partnerID=8YFLogxK
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U2 - 10.1177/1359105312463587
DO - 10.1177/1359105312463587
M3 - Article
C2 - 23180876
AN - SCOPUS:84884275643
SN - 1359-1053
VL - 18
SP - 1296
EP - 1306
JO - Journal of Health Psychology
JF - Journal of Health Psychology
IS - 10
ER -