title: Approach/avoidance motivation, message framing and skin cancer prevention: a test of the congruency hypothesis.
abstract: The congruency hypothesis posits that approach-orientated individuals are persuaded to engage in prevention behaviours by positively framed messages; conversely, negatively framed messages are more persuasive in encouraging those who are avoidance-orientated. A 2 (frame: loss vs gain) × 2 (motivation: avoidance vs approach) design examined the effects of skin cancer information on sun-protective intentions and free sunscreen sample requests among 533 young adults. Gain-framed messages had the strongest effect on sun-protective intentions for approach-oriented individuals, whereas loss-framed messages had the strongest effect on avoidance-oriented individuals. Message framing effects on precautionary sun behaviour intentions were moderated by motivational differences.
authors.affiliation: Trinity College Dublin, Ireland heveydt@tcd.ie.
authors.forename: David
authors.initials: D
authors.lastname: Hevey
authors.affiliation: Trinity College Dublin, Ireland.
authors.forename: Michelle
authors.initials: M
authors.lastname: Dolan
mesh_terms: D000293:Adolescent; D000328:Adult; D001362:Avoidance Learning; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008962:Models, Theoretical; D009042:Motivation; D010565:Persuasive Communication; D057566:Self Report; D012878:Skin Neoplasms / Q000517:prevention & control*; D055815:Young Adult
keywords: approach-avoidance motivation; congruency hypothesis; message framing; skin cancer