The message framing of health communications : how to elicit higher intention to get an annual pap test ?
AbstractIn an online experiment, women (N=209) were randomly exposed to a pamphlet promoting Pap test. The pamphlet was either gain- or loss-framed and emphasized either the prevention or detection function of the Pap. We hypothesized that the fit between framing and function (i.e. gain-prevention and loss-detection) will result in higher intention to follow the recommendation. Moreover, we predicted that under the non-fit condition (i.e. gain-detection and loss-prevention); people higher in perceived vulnerability will have higher intention to follow the recommendation. Analyses revealed that our hypotheses were partially supported
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Date of creation: 2010
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Marketing of health; health communication; message framing;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-11-20 (All new papers)
- NEP-CBE-2010-11-20 (Cognitive & Behavioural Economics)
- NEP-EXP-2010-11-20 (Experimental Economics)
- NEP-HEA-2010-11-20 (Health Economics)
- NEP-NEU-2010-11-20 (Neuroeconomics)
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