title: Comparing gain- and loss-framed messages for smoking cessation with sustained-release bupropion: a randomized controlled trial.
abstract: Prospect theory suggests that because smoking cessation is a prevention behavior with a fairly certain outcome, gain-framed messages will be more persuasive than loss-framed messages when attempting to encourage smoking cessation. To test this hypothesis, the authors randomly assigned participants (N=258) in a clinical trial to either a gain- or loss-framed condition, in which they received factually equivalent video and printed messages encouraging smoking cessation that emphasized either the benefits of quitting (gains) or the costs of continuing to smoke (losses), respectively. All participants received open label sustained-release bupropion (300 mg/day) for 7 weeks. In the intent-to-treat analysis, the difference between the experimental groups by either point prevalence or continuous abstinence was not statistically significant. Among 170 treatment completers, however, a significantly higher proportion of participants were continuously abstinent in the gain-framed condition as compared with the loss-framed condition. These data suggest that gain-framed messages may be more persuasive than loss-framed messages in promoting early success in smoking cessation for participants who are engaged in treatment.
authors: Yale University School of Medicine, Department of Psychiatry, New Haven, CT 06511, USA. benjamin.toll@yale.edu
authors: Benjamin A
authors: BA
authors: Toll
authors: Stephanie S
authors: SS
authors: O'Malley
authors: Nicole A
authors: NA
authors: Katulak
authors: Ran
authors: R
authors: Wu
authors: Joel A
authors: JA
authors: Dubin
authors: Amy
authors: A
authors: Latimer
authors: Boris
authors: B
authors: Meandzija
authors: Tony P
authors: TP
authors: George
authors: Peter
authors: P
authors: Jatlow
authors: Judith L
authors: JL
authors: Cooney
authors: Peter
authors: P
authors: Salovey
mesh_terms: D000293:Adolescent; D016642:Bupropion / Q000627:therapeutic use*; D003142:Communication; D003692:Delayed-Action Preparations; D018765:Dopamine Uptake Inhibitors / Q000627:therapeutic use*; D005260:Female; D006801:Humans; D008297:Male; D016540:Smoking Cessation / Q000379:methods*; D000074606:Smoking Prevention
chemical_list: D003692:Delayed-Action Preparations; D018765:Dopamine Uptake Inhibitors; D016642:Bupropion