Shaping perceptions to motivate healthy behavior: The role of message framing.
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.
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Exposure time for promotional messages was fixed at 30 s for both groups.
“(4) Exposure time control: The viewing duration for promotional messages was fixed at 30 s for both groups, during which participants could independently read the framing message to ensure thorough comprehension [47].”
From The power of loss: message framing, climate anxiety, and engagement in personal carbon trading (2025) · cites this paper as [47]
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- Authors
- Rothman, A. J., & Salovey, P.
- Affiliations
- University of Minnesota (US)
- Yale University (US)
- Venue
- Psychological Bulletin
- Published
- 1997
- Volume
- 121
- Issue
- 1
- Pages
- 3-19
- ISSN
- 0033-2909 (ISSN-L)
- 1939-1455
- OpenAlex
- W2077818284
- Cited by
- 1,932
- References
- 9
- Citations by year
- 2026: 98 · 2025: 78 · 2024: 82 · 2023: 88 · 2022: 77 · 2021: 121 · 2020: 134 · 2019: 91 · 2018: 82 · 2017: 90 · 2016: 82 · 2015: 110 · 2014: 89 · 2013: 74 · 2012: 68
- FWCI
- 11.64
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Psychological Bulletin (publishedVersion)
- PubMed (publishedVersion)
- Funders
- National Institutes of Health (1f32mh010576-01)
- National Institute of Mental Health (MH10576)
- National Cancer Institute (P01CA042101)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Keywords
- message framing, gain-framed messages, loss-framed messages, health communication, health behavior motivation, health decision-making, risk perception, persuasive appeals, cognitive and affective processes
- MeSH terms
- Decision Making, Health Promotion, Humans, Health Knowledge, Attitudes, Practice, Motivation, Persuasive Communication, Risk-Taking, Health Behavior
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