title: The effectiveness of gain-framed messages for encouraging disease prevention behavior: is all hope lost?
abstract: This commentary is a response to O'Keefe and Jensen's (2007/this issue) meta-analysis of the persuasive effects of gain- and loss-framed messages encouraging disease prevention behaviors. We suggest that the future of message framing is promising with newly emerging approaches to increasing message effectiveness.
authors.affiliation: Queen's University, School of Kinesiology and Health Studies, Kingston, Ontario, Canada. amy.latimer@queensu.ca
authors.forename: Amy E
authors.initials: AE
authors.lastname: Latimer
authors.forename: Peter
authors.initials: P
authors.lastname: Salovey
authors.forename: Alexander J
authors.initials: AJ
authors.lastname: Rothman
mesh_terms: D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D009042:Motivation; D010349:Patient Compliance / Q000523:psychology; D010565:Persuasive Communication; D011322:Primary Prevention / Q000379:methods*; D040241:Social Marketing