Effects of Gain- and Loss-Framed Quit Messages on Smokers: Test of the Ability to Process the Health Message as a Moderator.
J Health Commun
; 23(8): 800-806, 2018.
Article
em En
| MEDLINE
| ID: mdl-30300104
ABSTRACT
Health messages can emphasize the benefits of engaging in healthy behavior (gain-framed) or the costs of failing to engage in it (loss-framed). Previous research revealed that gain-framed messages tend to be more effective in motivating smokers to quit. As a supplement to previous studies, we questioned whether the ability to process health messages moderates the size of the gain-frame advantage. There were two competing theoretical ideas. First, some scholars have noted that a high ability to process a health message is a necessary precondition to observe the advantage of gain-framing. Second, risk aversion-a central concept used in previous theorizing to explain the gain-frame advantage-is associated with automatic processing and automatic processing has a stronger influence on decision making under a low ability to process. We utilized a 2 (exposure to gain- or loss-framed quit messages) × 2 (low or high ability to process) randomized controlled trial with a pre-post exposure change in quit intentions as the target outcome (N = 182 smokers). Although the analysis revealed the hypothesized gain-frame advantage, the ability to process did not moderate the effect. We discuss the theoretical implications.
Texto completo:
1
Coleções:
01-internacional
Base de dados:
MEDLINE
Assunto principal:
Abandono do Hábito de Fumar
/
Comunicação em Saúde
/
Fumantes
Tipo de estudo:
Clinical_trials
/
Prognostic_studies
Limite:
Adult
/
Female
/
Humans
/
Male
/
Middle aged
País/Região como assunto:
Europa
Idioma:
En
Ano de publicação:
2018
Tipo de documento:
Article