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

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  • Chelsea L. Ratcliff
  • Jakob D. Jensen
  • Courtney L. Scherr
  • Melinda Krakow
  • Kaylee Crossley

Abstract

Whether a loss or gain frame has a persuasive advantage in communicating health risks is a matter of ongoing debate. Findings reported in the literature are mixed, suggesting that framing effects are likely complex and may be influenced by a combination of factors. 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.

Suggested Citation

  • Chelsea L. Ratcliff & Jakob D. Jensen & Courtney L. Scherr & Melinda Krakow & Kaylee Crossley, 2019. "Loss/Gain Framing, Dose, and Reactance: A Message Experiment," Risk Analysis, John Wiley & Sons, vol. 39(12), pages 2640-2652, December.
  • Handle: RePEc:wly:riskan:v:39:y:2019:i:12:p:2640-2652
    DOI: 10.1111/risa.13379
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    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
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    1. Maria Corina Barbaros, 2022. "For Better or for Worse? An Integrative Perspective of Message Framing Moderators’ Effects on Vaccination Sustainable Health Behavior Change," Sustainability, MDPI, vol. 14(23), pages 1-14, November.

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