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The Systematic Influence of Gain-and Loss-Framed Messages on Interest in and Use of Different Types of Health Behavior

Rothman, Alexander J., Martino, Steven C., Bedell, Brian T., Detweiler, Jerusha B., Salovey, Peter·1999·Personality and Social Psychology Bulletin

DOI 10.1177/0146167299259003

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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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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.
ORCID: Rothman, Alexander J.
Martino, Steven C.
Salovey, Peter
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
DOI: 10.1177/0146167299259003
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
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Personality and Social Psychology Bulletin (publishedVersion)
Topics: Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Social Sciences › Communication › 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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The Systematic Influence of Gain-and Loss-Framed Messages on Interest in and Use of Different Types of Health Behavior

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