Abstract
This experiment compared the effectiveness of gain-versus loss-framed messages to persuade women to obtain mammography screening. One hundred and thirty-three women 40 years and older and not adhering to current guidelines for obtaining mammography screening were assigned randomly to view either gain-framed (emphasizing the benefits of obtaining mammography) or loss-framed (emphasizing the risks of not obtaining mammography) persuasive videos that were factually equivalent. Attitudes and beliefs were measured before and immediately following the intervention. Mammography utilization was assessed 6 and 12 months later. Consistent with predictions based on prospect theory, women who viewed the loss-framed message were more likely to have obtained a mammogram within 12 months of the intervention. These findings suggest that loss-framed messages may have an advantage in the promotion of detection behaviors such as mammography.
Original language | English (US) |
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Pages (from-to) | 178-184 |
Number of pages | 7 |
Journal | Health Psychology |
Volume | 14 |
Issue number | 2 |
DOIs | |
State | Published - Mar 1995 |
Keywords
- cancer screening
- framing
- health behavior
- mammography
- persuasion