Acceptability of the H1N1 vaccine among older adults: the interplay of message framing and perceived vaccine safety and efficacy

This study examines the relative effectiveness of using gain- versus loss-framed messages to promote H1N1 vaccination among older adults, focusing on the moderating roles of perceived vaccine safety and efficacy. An experiment was conducted with older adults recruited from senior centers in the state of Maryland. Results show that older adults who perceived low vaccine efficacy developed greater intentions to receive the vaccine when presented with a loss-framed message (versus a gain-framed message). For those who perceived high vaccine efficacy, message framing did not make a difference in postexposure intentions. Evidence regarding the interaction between message framing and perceived vaccine safety is limited. Theoretical and practical implications of the findings are discussed.     

Message Framing,Perceived Susceptibility,and Intentions to Vaccinate Children Against HPV Among African American Parents

This research examines the interaction effect of message framing (gain vs. loss) and perceived susceptibility (i.e., perceived likelihood that one’s child is at risk of contracting HPV) on African American parents’ intentions to vaccinate their children against HPV. Results of an experiment (N = 193) in which parents were exposed to either a gain-framed or loss-framed message about HPV vaccination revealed a significant interaction between message framing and perceived susceptibility when parents were required to pay for the vaccine. The specific pattern of interaction suggested that parents who perceived their children to be at high risk of contracting HPV were more persuaded by the gain-framed message, whereas those who believed their children to be at low risk of contracting HPV were more persuaded by the loss-framed message. Implications of the findings for HPV vaccination messaging are discussed.     

Temporal Consequences,Message Framing,and Consideration of Future Consequences: Persuasion Effects on Adult Fruit Intake Intention and Resolve

Message framing is a persuasive strategy that has seen mixed evidence for promoting fruit intake intentions, potentially because framed messages for fruit intake have not (a) explicitly compared short-term consequences versus long-term consequences, (b) considered individual-level differences in time perspective, and (c) used alternative measures of fruit intake intentions. In the present online study, the effects of persuasive messages created from temporal context (short term vs. long term) and message frame (gain framed vs. loss framed) were investigated on fruit intake intentions and resolve among a sample of Dutch adults who were categorized as either present oriented or future oriented. For intention and resolve, results showed a significant Type of Frame × Type of Temporal Context interaction, such that gain-framed messages were more persuasive when combined with long-term consequences and loss-framed messages were more persuasive when combined with short-term consequences. The effect sizes for these differences were similar for resolve and intention, but only differences for intentions were significant. No other effects were found. These results demonstrate that message framing theory may usefully consider the inclusion of temporal context of outcomes and alternative motivation measures to maximize their persuasive effects.     

A Serial Mediation Model of Message Framing on Intentions to Receive the Human Papillomavirus (HPV) Vaccine: Revisiting the Role of Threat and Efficacy Perceptions

Previous research has yielded mixed findings regarding the potential for message framing to influence HPV vaccine-related intentions. Drawing on the Extended Parallel Process Model (EPPM), the current study focuses on the role of threat and efficacy as serial mediators linking message framing and HPV vaccine-related intentions. College-age females and their parents participated in a between-subjects, posttest only experiment to investigate whether behavioral intentions to talk to a doctor about the HPV vaccine differ as a function of framing messages in terms of disease prevention. For young women, framing messages as preventing genital warts (as compared to cancer prevention) significantly increased perceptions of self-efficacy, which enhanced response efficacy perceptions that, in turn, increased intentions to talk to a doctor about the HPV vaccine. There were no effects of message framing among parents. However, response efficacy was a significant mediator of self-efficacy and behavioral intentions for both the college-age females and their parents. The results of this study suggest new approaches for considering the relationship among EPPM constructs.     

Effects of Message Framing in Anti–Binge Drinking PSAs: The Moderating Role of Counterfactual Thinking

This experiment examined the interaction effects of message framing and counterfactual thinking on attitudes toward binge drinking and behavioral intentions. Data from a 2 (message framing: gain vs. loss) × 2 (counterfactual thinking priming: additive vs. subtractive) between-subjects factorial design showed that a gain-framed message resulted in lower binge drinking intentions than did a loss-framed message after subjects engaged in additive counterfactual thinking. The effects of a loss-framed message on binge drinking intentions occurred when subtractive counterfactual thinking was induced. Theoretical and practical implications for anti–binge drinking public service announcements are discussed.     

Differential Effects of Message Framing on Obesity Policy Support Between Democrats and Republicans

This study tests whether gain- and loss-framed messages about establishing obesity-reducing policies have different persuasive effects on Republicans and Democrats. In a randomized between-subject experiment, participants (N = 384) read a message emphasizing either benefits to a society by establishing policies aimed to reduce obesity (i.e., gain-framed message) or costs to a society that fails to establish those policies (i.e., loss-framed message). Results indicated that Democrats perceived the gain-framed message as more persuasive than the loss-framed message and the perceived argument strength fully mediated the framing effect on Democrats’ policy support; however, there was no framing effect on perceived argument strength among Republicans. On the other hand, the gain-framed message led Republicans to attribute the cause of obesity less to the individual level compared to the loss-framed message and the no-message condition. We observed no framing difference among Democrats on causal attributions. Theoretical and practical implications of these findings are discussed.     

Adolescents' perceptions of Canadian cigarette package warning labels: investigating the effects of message framing

This study investigates gain-framed and loss-framed messages on graphic cigarette warning labels and their effects on adolescents' smoking-related attitudes and behaviors. Canadian cigarette warning labels emphasizing health consequences of smoking (loss-framed) were digitally manipulated into gain-framed versions. High school students (N = 210) completed a questionnaire measuring attitudes, perceptions of the warnings, and behavioral intentions. The study used a posttest-only comparison group design with random assignment. The independent variable was message framing (loss-framed, gain-framed avoidance, gain-framed benefits), and the dependent variables were (a) attitudes toward the warning, (b) attitudes toward smoking, (c) effectiveness in reducing smoking levels, (d) intentions to smoke, (e) effectiveness in improving one's ability to quit, and (f) effectiveness in increasing the likelihood of a smoker quitting. Results indicate that adolescents had more favorable attitudes toward the loss-framed warnings and perceived them as more effective than the gain-framed warnings. Further, smokers exposed to the loss-framed version featuring decaying teeth had significantly lower intentions to smoke in the future. Loss-framed warning labels appear to have a positive influence on adolescents' smoking-related attitudes and behavioral intentions.     

Communicating to young adults about HPV vaccination: consideration of message framing, motivation, and gender

This research examines the influence of message framing (gain vs. loss), motivational orientation (approach vs. avoidance), and gender on intentions to receive human papillomavirus (HPV) vaccination and HPV-/HPV vaccine-related risk perceptions among young adults ages 18-26 years. Results of an experiment show an interaction between message framing and motivational orientation in predicting intentions to receive HPV vaccination. Loss-framed messages are more persuasive than gain-framed messages for avoidance-oriented individuals, whereas both frames are equally effective for approach-oriented individuals. Gender differences in intentions to get HPV vaccination and worry about vaccine safety are found.     

Communicating to Young Adults About HPV Vaccination: Consideration of Message Framing,Motivation, and Gender

This research examines the influence of message framing (gain vs. loss), motivational orientation (approach vs. avoidance), and gender on intentions to receive human papillomavirus (HPV) vaccination and HPV-/HPV vaccine-related risk perceptions among young adults ages 18–26 years. Results of an experiment show an interaction between message framing and motivational orientation in predicting intentions to receive HPV vaccination. Loss-framed messages are more persuasive than gain-framed messages for avoidance-oriented individuals, whereas both frames are equally effective for approach-oriented individuals. Gender differences in intentions to get HPV vaccination and worry about vaccine safety are found.     

Adolescents' Perceptions of Canadian Cigarette Package Warning Labels: Investigating the Effects of Message Framing

This study investigates gain-framed and loss-framed messages on graphic cigarette warning labels and their effects on adolescents' smoking-related attitudes and behaviors. Canadian cigarette warning labels emphasizing health consequences of smoking (loss-framed) were digitally manipulated into gain-framed versions. High school students (N?=?210) completed a questionnaire measuring attitudes, perceptions of the warnings, and behavioral intentions. The study used a posttest-only comparison group design with random assignment. The independent variable was message framing (loss-framed, gain-framed avoidance, gain-framed benefits), and the dependent variables were (a) attitudes toward the warning, (b) attitudes toward smoking, (c) effectiveness in reducing smoking levels, (d) intentions to smoke, (e) effectiveness in improving one's ability to quit, and (f) effectiveness in increasing the likelihood of a smoker quitting. Results indicate that adolescents had more favorable attitudes toward the loss-framed warnings and perceived them as more effective than the gain-framed warnings. Further, smokers exposed to the loss-framed version featuring decaying teeth had significantly lower intentions to smoke in the future. Loss-framed warning labels appear to have a positive influence on adolescents' smoking-related attitudes and behavioral intentions.     

The Effects of Narrative and Message Framing on Engagement and Eating Intention Among a Sample of Adult Hispanics

ObjectiveTo test the effect of narrative messages and gain- and loss-framed messages on persuasive outcomes with a sample of Hispanic adults.MethodsA 2 (message type: narrative, non-narrative) × 2 (message frame: gain-framed, loss-framed) between subjects posttest only. Data were collected at 2 outdoor festivals in West Texas. Participants were a convenience sample of 72 Hispanic adults (mean age, 40.6 years). Main outcome measures were message engagement, message relevance, attitude toward message, healthy eating intention, and physical activity intention. Data analysis included analysis of variance and multivariate analysis of variance.ResultsThere was no significant difference between narrative and non-narrative messages. Gain-framed messages were rated more positively, whereas loss-framed messages were considered more engaging and also produced higher intentions to eat healthy and to become physically active. The interaction between message type and message framing was not significant.Conclusions and ImplicationsLoss-framed messages produced the unanticipated effect of higher message engagement and higher intention. This finding suggests that messages emphasizing losses associated with unhealthy eating and lack of physical activity may be more effective when targeting Hispanic adults than messages emphasizing potential gains. The lack of difference between narrative and non-narrative messages suggests there is no disadvantage to using narratives, but also no advantage.     

Different Culture or Different Mind? Perception and Acceptance of HPV Vaccine in China and in the U.S

Unlike the United States, where human papillomavirus (HPV) vaccines have been available for decades, China recently approved its first HPV vaccines. Setting up a baseline comparison between these two countries, this study examines the influence of message framing, motivational orientation, cultural worldview, knowledge, and gender on young adults’ intentions to get vaccinated. Compared to the U.S. participants, Chinese participants perceived HPV as a more severe risk and were more willing to get the vaccine. However, they were also more skeptical about vaccine safety. Inconsistencies with previous research emerged regarding the moderating effects of motivational orientation and cultural worldview. Findings from this study offer important implications for HPV vaccine promotion in China.     

Positive Facts,Negative Stories: Message Framing as a Moderator of Narrative Persuasion in Antismoking Communication

ABSTRACT

This study examines the moderating role of message framing in narrative persuasion in the context of promoting smoking cessation. A controlled experiment involving 101 college smokers revealed a significant interaction effect between message framing (gain-framing vs. loss-framing) and evidence type (narrative vs. nonnarrative) on smoking-related risk perceptions. For the gain-framed message, the nonnarrative version produced significantly greater perceived susceptibility to smoking-related diseases than did the narrative version. For the loss-framed message, evidence type did not make a difference in perceived susceptibility. On perceived severity of smoking-related diseases, the interaction was such that for the loss-framed message, the narrative version resulted in significantly greater perceived severity than did the nonnarrative version. In contrast, for the gain-framed message, evidence type did not make a difference in perceived severity. In addition, our results revealed that the interaction between message framing and evidence type had an indirect effect on attitudes toward quitting smoking through perceived severity of smoking-related diseases. Theoretical and practical implications are discussed.     

Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction

This article investigates the effects of message framing and distraction on older adults’ responses to a radio public service announcement (PSA) to promote influenza and pneumococci vaccinations. In detail, it addresses the message impact on recognition, attitudes toward the ad, and information-seeking intentions. The 2 × 2 online experiment was conducted in August 2019 in Germany. 378 participants aged 60 years and above received a radio PSA with either gain- or loss-framed messages (factor 1). Additionally, half of the participants completed a distraction task while listening (factor 2). Gain frames (η²_p =.02) and a non-distracted reception situation (η²_p =.04) positively influenced older adults’ recognition accuracy. Recognition, in turn, was found to mediate the effect of framing and distraction on the intention to seek further information on the campaign (framing: b = -0.03, distraction: b = 0.05). We conclude that gain-framed radio PSAs are an appropriate tool to raise awareness for a vaccination campaign and its contents, especially when recipients are concentrated while listening to it. We suggest to implement them at the early stages of a health intervention to sensitize people about vaccination, followed by more in-depth information material (e.g., brochures) to create behavior change.     

The Moderating Role of Mood and Personal Relevance on Persuasive Effects of Gain- and Loss-Framed Health Messages

We predicted that mood would moderate the relation between message framing and two outcome variables, message evaluation and behavioral intention, when the message was personally relevant to the target audience. Participants (N = 242) were randomly assigned to an experimental condition in which a positive or negative mood was induced. Participants then read and evaluated a health message that emphasized potential benefits or risks associated with a vaccine. As predicted, participants who received a loss-framed message reported higher message evaluation and intention scores but only when the message was personally relevant and they were in a positive mood.     

Making Vaccine Messaging Stick: Perceived Causal Instability as a Barrier to Effective Vaccine Messaging

Health officials often face challenges in communicating the risks associated with not vaccinating, where persuasive messages can fail to elicit desired responses. However, the mechanisms behind these failures have not been fully ascertained. To address this gap, an experiment (N = 163) tested the differences between loss-framed messages—one emphasizing the consequence of not receiving a flu vaccine; the other emphasizing the consequence of receiving the flu vaccine. Despite an identical consequence (i.e., Guillain–Barre syndrome), the message highlighting the consequence of not receiving the flu vaccine produced lower negative affect scores as compared to the message highlighting the consequence of receiving the flu vaccine. Mediation analyses suggest that one reason for this difference is due to non-vaccination being perceived as temporary and reversible, whereas vaccination is perceived as being permanent. Implications on health communication and future research are discussed.     

The Impacts of Vicarious Illness Experience on Response to Gain- Versus Loss-Framed Breast Cancer Screening (BCS) Messages

Although vicarious experience with certain illnesses has been found to be influential on people’s illness perceptions and related behaviors, the concept of vicarious experience has been understudied in health communication research. This study aims to ground possible effects of vicarious illness experience (VIE) into theory, specifically concerning the developments in gain versus loss framing literature. An experiment using 154 African American participants (mean age = 46 years) found that participants who had close women affected by breast cancer and those who had no close women affected by breast cancer responded to gain- versus loss-framed breast cancer screening (BCS) messages differently. Compared to the loss frame, the gain frame was more effective for participants with VIE in increasing their favorable attitudes toward BCS, BCS recommendation intentions, and memory of the BCS message. In contrast, when compared to the gain frame, the loss frame was more effective for those without VIE in increasing their cognitive elaboration of the BCS message. The findings suggest the strategic potential of VIE in developing health interventions, and they also provide practical implications for health communication practitioners into how to strategically use gain versus loss framing in accordance with their target publics.     

Predicting participation in ultrasound hip screening from message framing

The use of ultrasound (US) screening for developmental dysplasia of the hip (DDH) is an innovation in preventive child health care in the Netherlands. What is not known is whether parents will accept this screening method and will actually participate in it. It is widely known that health behaviors can be influenced by the framing of information. The objective of this study was to examine the influence of a gain- versus loss-framed brochure on parental participation in US screening for DDH. In total, 4150 parents of infants born between August 2007 and December 2008 received either a gain-framed or a loss-framed brochure. Parents could participate in the screening when their infant was 3 months old. The participation rate in the US screening was 74.3%. In contrast to the predictions of prospect theory, the results indicated that parents who had received the gain-framed message were more likely to participate in the screening compared to parents who had received the loss-framed message. This effect may be explained by the low risk perception of parents and by the possibility that the screening was perceived as a health-affirming behavior rather than an illness-detecting behavior. To increase participation rates, it is recommended that parents be informed about the positive aspects of partaking in screening for DDH.     

Effects of Message Framing on Influenza Vaccination: Understanding the Role of Risk Disclosure,Perceived Vaccine Efficacy,and Felt Ambivalence

The current study examined the effects of framing in promotional health messages on intention to vaccinate against seasonal influenza virus. The findings of an experimental study (N = 86) indicated that exposure to both benefits and side effects of vaccination (gain-framed with risk disclosure message) led to lower intention to receive the flu vaccine. This relationship was mediated by both perceived vaccine efficacy and felt ambivalence in a serial order, revealing the underlying psychological mechanisms important for understanding health-related behaviors. Theoretical implications of constructing sub-framed messages are discussed and the concept of second-order framing is introduced.     

Designing Anti-Binge Drinking Prevention Messages: Message Framing vs. Evidence Type

We investigated whether presenting anti-binge drinking health campaign messages in different message framing and evidence types influences college students’ intention to avoid binge drinking, based on prospect theory (PT) and exemplification theory. A 2 (message framing: loss-framed message/gain-framed message) X 2 (evidence type: statistical/narrative) between-subjects factorial design with a control group was conducted with 156 college students. College students who were exposed to the loss-framed message condition exhibited a higher level of intention to avoid binge drinking in the near future than those who did not see any messages (the control group). This finding was mainly among non-binge drinkers. Regardless of evidence type, those who were exposed to the messages exhibited a higher level of intention to avoid binge drinking than those in the control group. This is also mainly among non-binge drinkers. We also found the main effects of message framing and evidence type on attitude toward the message and the main effect of message framing on attitude toward drinking.