title: Promoting fruit and vegetable consumption: the role of message framing and autonomy.
abstract: OBJECTIVE
  Previous studies have shown that gain-framed messages (vs. loss-framed messages) are more effective when advocating 'low-risk' prevention behaviours (e.g., diet, exercise, dental flossing) that minimize the risk of a health problem.The objective of the reported research was to explore whether autonomy moderated the effectiveness of gain-framed vs. loss-framed messages encouraging fruit and vegetable consumption.
  
  
  METHODS
  A prospective design was used for this study.
  
  
  METHODS
  At time 1, participants (N = 177) completed a measure of autonomy and read either a gain-framed message (describing the benefits of fruit and vegetable consumption) or a loss-framed message (describing the disadvantages of not eating fruit and vegetables). At time 2, participants reported their fruit and vegetable consumption over the preceding 7 days.
  
  
  RESULTS
  Autonomy moderated the effect of message framing. Gain-framed messages only prompted fruit and vegetable consumption amongst those with high levels of autonomy.
  
  
  CONCLUSIONS
  The study identifies a key role for autonomy in shaping recipients' responses to framed messages promoting fruit and vegetable consumption.
authors.affiliation: Department of Psychology and Counselling, University of Chichester, West Sussex, UK. s.churchill@chi.ac.uk
authors.forename: Sue
authors.initials: S
authors.lastname: Churchill
authors.forename: Louisa
authors.initials: L
authors.lastname: Pavey
mesh_terms: D000328:Adult; D000367:Age Factors; D000704:Analysis of Variance; D015992:Body Mass Index; D004032:Diet / Q000523:psychology; D005247:Feeding Behavior / Q000523:psychology*; D005260:Female; D005638:Fruit; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008875:Middle Aged; D026684:Personal Autonomy; D011446:Prospective Studies; D014675:Vegetables