The effects of message framing on mammography utilization.
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.
Banks
S M
SM
Department of Psychology, Yale University, New Haven, Connecticut 0650-8205, USA.
Salovey
P
P
Greener
S
S
Rothman
A J
AJ
Moyer
A
A
Beauvais
J
J
Epel
E
E
D000328:Adult; D000368:Aged; D001943:Breast Neoplasms / Q000517:prevention & control* / Q000523:psychology; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008327:Mammography / Q000523:psychology*; D008403:Mass Screening / Q000523:psychology*; D008875:Middle Aged; D009042:Motivation; D010342:Patient Acceptance of Health Care