Impact of gain-loss framing on online scam susceptibility: the role of scam frames, warning frames, and risk perception

In the digital era, technological advancements have enabled greater convenience, economic growth, and productivity, but also caused a significant increase in online scams, leading to both financial loss and emotional distress to individuals. It becomes critical to understand why individuals fall for these scams and identify effective protective measures. Central to the tactics used by scammers and security experts is gain-loss framing, a persuasive technique in communication that influences decision-making by altering how information is presented; it emphasises potation benefits (gain-framed) or losses (loss-framed) associated with the same core content. This study conducts a systematic test of how gain-loss framing is employed in scam tactics and warning messages and examines the role of risk perception in these processes. Results suggest that loss-based (versus reward-based) scams increase individuals’ perceived risk of not responding to scams, making them more susceptible to scams. Loss-framed (versus gain-framed) warnings are more effective in preventing people from responding to scams, particularly when individuals perceive moderate to high risks of responding to scams. These findings not only bridge a gap in our theoretical understanding of how gain-loss framing influences scam compliance and intervention processes but also inform the design of more targeted and effective anti-scam interventions.