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

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.