Quasi-experimental analysis reveals gain-framed messages increase quit intentions in male smokers, suggesting tailored strategies could improve outcomes.
Gain-framed messages were associated with higher quit intentions than loss-framed messages among Chinese male smokers. Tailoring message framing to smokers' psychological profiles may yield more favorable responses. Given the quasi-experimental design, further studies are needed to obtain sufficient evidence for culturally sensitive tobacco control strategies in China.
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Jin et al. (2026) studied this question.
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