title: Promoting participation in physical activity using framed messages: an application of prospect theory.
abstract: OBJECTIVE
  Messages designed to motivate participation in physical activity usually emphasize the benefits of physical activity (gain-framed) as well as the costs of inactivity (loss-framed). The framing implications of prospect theory suggest that the effectiveness of these messages could be enhanced by providing gain-framed information only. We compared the effectiveness of gain-, loss-, and mixed-framed messages for promoting moderate to vigorous physical activity.
  
  
  METHODS
  Randomized trial.
  
  
  METHODS
  Sedentary, healthy callers to the US National Cancer Institute's Cancer Information Service (N=322) received gain-, loss-, or mixed-framed messages on three occasions (baseline, Week 1, and Week 5). Social cognitive variables and self-reported physical activity were assessed at baseline, Week 2, and Week 9. Separate regression analyses were conducted to examine message effects at each assessment point.
  
  
  RESULTS
  At Week 2, gain- and mixed-framed messages resulted in stronger intentions and greater self-efficacy than loss-framed messages. At Week 9, gain-framed messages resulted in greater physical activity participation than loss- or mixed-framed messages. Social cognitive variables at Week 2 did not mediate the Week 9 framing effects on physical activity participation.
  
  
  CONCLUSIONS
  Using gain-framed messages exclusively may be a means of increasing the efficacy of physical activity materials.
authors.affiliation: Department of Psychology, Yale University, New Haven, USA. amy.latimer@queensu.ca
authors.forename: Amy E
authors.initials: AE
authors.lastname: Latimer
authors.forename: Tara A
authors.initials: TA
authors.lastname: Rench
authors.forename: Susan E
authors.initials: SE
authors.lastname: Rivers
authors.forename: Nicole A
authors.initials: NA
authors.lastname: Katulak
authors.forename: Stephanie A
authors.initials: SA
authors.lastname: Materese
authors.forename: Lisa
authors.initials: L
authors.lastname: Cadmus
authors.forename: Althea
authors.initials: A
authors.lastname: Hicks
authors.forename: Julie
authors.initials: J
authors.lastname: Keany Hodorowski
authors.forename: Peter
authors.initials: P
authors.lastname: Salovey
mesh_terms: D000328:Adult; D005260:Female; D005500:Follow-Up Studies; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D008875:Middle Aged; D009042:Motivation; D009369:Neoplasms / Q000523:psychology; D020377:Self Efficacy; D016138:Walking / Q000523:psychology*