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The message framing of health communications : how to elicit higher intention to get an annual pap test ?

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  • L. Balbo

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

In 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

Suggested Citation

  • L. Balbo, 2010. "The message framing of health communications : how to elicit higher intention to get an annual pap test ?," Post-Print halshs-00534779, HAL.
  • Handle: RePEc:hal:journl:halshs-00534779
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00534779
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    Keywords

    Marketing of health; health communication; message framing;

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