Why are you bringing up condoms now? The effect of message content on framing effects of condom use messages.
According to prospect theory (A. Tversky & D. Kahneman, 1981), messages advocating a low-risk (i.e., easy, low-cost) behavior are most effective if they stress the benefits of adherence (gain framed), whereas messages advocating a risky behavior are most effective if they stress the costs of nonadherence (loss framed). Although condom use is viewed as a low-risk behavior, it may entail risky interpersonal negotiations. Study 1 (N = 167) compared ratings of condom use messages advocating relational behaviors (e.g., discussing condoms) or health behaviors (e.g., carrying condoms). As predicted, loss-framed relational messages and gain-framed health messages received higher evaluations. Study 2 (N = 225) offers a replication and evidence of issue involvement and gender as moderators. Results are discussed with reference to the design of condom use messages.
Kiene
Susan M
SM
Center for Health/HIV Intervention and Prevention, Department of Psychology, University of Connecticut, Storrs, CT 06269, USA. susan.kiene@uconn.edu
Barta
William D
WD
Zelenski
John M
JM
Cothran
Dee Lisa
DL
D000328:Adult; D001290:Attitude; D017280:Condoms / Q000706:statistics & numerical data*; D003237:Connecticut; D005260:Female; D015438:Health Behavior; D006293:Health Promotion; D006801:Humans; D008297:Male; D010565:Persuasive Communication; D012749:Sexually Transmitted Diseases / Q000517:prevention & control