title: Message framing, it does a body good: effects of message framing and motivational orientation on young women's calcium consumption.
abstract: We investigated the effects of gain-framed versus loss-framed messages and motivational orientation on calcium consumption. After completing a motivational orientation scale (behavioral inhibition system/behavioral activation system), undergraduate women (N = 141) were randomly assigned to read a gain-framed or loss-framed pamphlet promoting calcium consumption. Calcium consumption was assessed 1 month later. For calcium supplement behavior, a gain-framed advantage was observed for behavioral activation system-oriented individuals, whereas a loss-framed advantage was observed for behavioral inhibition system-oriented individuals. For dietary calcium intake, a gain-framed advantage was observed among behavioral activation system-oriented individuals; however, no framing effect emerged for behavioral inhibition system-oriented individuals. The success of framed messages depends on the message recipient's motivational orientation.
authors.affiliation: Florida State University, USA.
authors.forename: Mary A
authors.initials: MA
authors.lastname: Gerend
authors.forename: Melissa A
authors.initials: MA
authors.lastname: Shepherd
mesh_terms: D000293:Adolescent; D002136:Calcium, Dietary / Q000008:administration & dosage*; D003142:Communication; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D009042:Motivation; D010024:Osteoporosis / Q000517:prevention & control / Q000523:psychology; D055815:Young Adult
chemical_list: D002136:Calcium, Dietary