title: When Different Message Frames Motivate Different Routes to the Same Health Outcome.
abstract: BACKGROUND
  Message framing is an effective strategy for promoting health behavior.
  
  
  OBJECTIVE
  We examined the relative effectiveness of framed messages that simultaneously promoted two different health behaviors-eating a calcium-rich diet and taking calcium supplements-for preventing osteoporosis. Because those behaviors are associated with different perceptions of risk, we predicted that gain- and loss-framed messages would have opposite effects.
  
  
  METHODS
  In two experiments, participants (N1 = 69; N2 = 219) were randomly assigned to a gain- or loss-framed message presenting two osteoporosis prevention behaviors.
  
  
  RESULTS
  A gain-framed advantage was observed for dietary calcium consumption, but the opposite-a loss-framed advantage-was observed for use of calcium supplements. Message frame interacted with baseline calcium consumption behavior for some outcomes.
  
  
  CONCLUSIONS
  Both gain- and loss-framed messages increased osteoporosis prevention behavior, but their relative effectiveness depended on the type of behavior. Framed messages can have opposite effects on different behaviors used to achieve a common health goal.
authors.affiliation: Department of Behavioral Sciences and Social Medicine, College of Medicine, Florida State University, Tallahassee, FL, USA. mary.gerend@northwestern.edu.|Department of Medical Social Sciences, Feinberg School of Medicine, Northwestern University, 633 N. St Clair, Suite 1900, Chicago, IL, 60611, USA. mary.gerend@northwestern.edu.|Department of Psychology, Northwestern University, Chicago, IL, USA. mary.gerend@northwestern.edu.
authors.forename: Mary A
authors.initials: MA
authors.lastname: Gerend
authors.affiliation: Department of Psychology, Florida State University, Tallahassee, FL, USA.
authors.forename: Melissa A
authors.initials: MA
authors.lastname: Shepherd
mesh_terms: D000293:Adolescent; D002136:Calcium, Dietary; D019587:Dietary Supplements; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D009042:Motivation; D010024:Osteoporosis / Q000517:prevention & control*; D010565:Persuasive Communication; D055815:Young Adult
chemical_list: D002136:Calcium, Dietary
keywords: Adolescent and young adult women; Calcium consumption; Message framing; Osteoporosis prevention