The Systematic Influence of Gain-and Loss-Framed Messages on Interest in and Use of Different Types of Health Behavior
Abstract
Framing health messages systematically in terms of either gains or losses influences the behaviors that people adopt. Rothman and Salovey proposed that the relative influence of gain-and loss-framed messages is contingent on people’s perception of the risk or uncertainty associated with adopting the recommended behavior. Specifically, loss-framed messages are more effective when promoting illness-detecting (screening) behaviors, but gain-framed messages are more effective when promoting health-affirming (prevention) behaviors. Two experiments provide a direct test of this conceptual framework. In Experiment 1, participants’ willingness to act after reading about a new disease was a function of how the information was framed and the type of behavior promoted. Experiment 2 replicated and extended these findings with a real health concern—gum disease. Gain-framed pamphlets heightened interest in a plaque-fighting mouth rinse, whereas loss-framed pamphlets heightened interest in a plaque-detecting disclosing rinse. Research on message framing provides a theoretically based guide for the development of effective health messages.
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Promoting healthy behaviors: How do we get the message across?
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Citizens' Response Patterns to Warning Messages
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- Authors
- Rothman, A. J., Martino, S. C., Bedell, B. T., Detweiler, J. B., & Salovey, P.
- Affiliations
- University of Minnesota (US)
- Yale University (US)
- Corresponding author
- Rothman, Alexander J.
- Venue
- Personality and Social Psychology Bulletin
- Publisher
- SAGE Publications
- Published
- 1999-11
- Volume
- 25
- Issue
- 11
- Pages
- 1355-1369
- ISSN
- 0146-1672 (ISSN-L)
- 1552-7433
- OpenAlex
- W2011206369
- Cited by
- 379
- References
- 36
- Citations by year
- 2026: 5 · 2025: 3 · 2024: 6 · 2023: 11 · 2022: 17 · 2021: 22 · 2020: 19 · 2019: 19 · 2018: 18 · 2017: 22 · 2016: 9 · 2015: 18 · 2014: 19 · 2013: 25 · 2012: 18
- FWCI
- 1.84
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Personality and Social Psychology Bulletin (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Keywords
- message framing, gain-framed messages, loss-framed messages, health behavior, risk perception, uncertainty, screening behavior, preventive behavior, health communication, periodontal disease, dental plaque, mouthwash, health pamphlets
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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