Loss/Gain Framing, Dose, and Reactance: A Message Experiment

This study examined reactance as a mediator and dose as a moderator of loss/gain framing effects. Adults (N = 1,039) read framed messages about the health consequences of physical (in)activity in varying message doses (i.e., number of framed statements). Compared to loss frames, gain frames generated more threat to freedom and reactance. Dosage exerted significant influence at the extremes; the one ‐dose messages invoked less intentions to exercise compared to the four‐dose messages. Planned contrasts revealed significant frame × dose interactions. Notably, the one‐dose gain‐framed messages triggered significantly more freedom threat and less intentions to engage in physical activity— a situation that changed when the information was loss‐framed or when the dosage was increased.
Source: Risk Analysis - Category: International Medicine & Public Health Authors: Tags: Original Research Article Source Type: research