Abstract
Background: Message framing is an effective strategy for promoting health behavior. Purpose: We examined the relative effectiveness of framed messages that simultaneously promoted two different health behaviors—eating a calcium-rich diet and taking calcium supplements—for preventing osteoporosis. Because those behaviors are associated with different perceptions of risk, we predicted that gain- and loss-framed messages would have opposite effects. Methods: In two experiments, participants (N1 = 69; N2 = 219) were randomly assigned to a gain- or loss-framed message presenting two osteoporosis prevention behaviors. Results: A gain-framed advantage was observed for dietary calcium consumption, but the opposite—a loss-framed advantage—was observed for use of calcium supplements. Message frame interacted with baseline calcium consumption behavior for some outcomes. Conclusions: Both gain- and loss-framed messages increased osteoporosis prevention behavior, but their relative effectiveness depended on the type of behavior. Framed messages can have opposite effects on different behaviors used to achieve a common health goal.
Original language | English (US) |
---|---|
Pages (from-to) | 319-329 |
Number of pages | 11 |
Journal | Annals of Behavioral Medicine |
Volume | 50 |
Issue number | 2 |
DOIs | |
State | Published - Apr 1 2016 |
Keywords
- Adolescent and young adult women
- Calcium consumption
- Message framing
- Osteoporosis prevention
ASJC Scopus subject areas
- General Medicine