The systematic influence of gain- and loss-framed messages on interest in and use of different types of health behavior

Framing health messages systematically in terms of either gains or losses i nfluences the behaviors that people adopt. Rothman and Salovey proposed tha t the relative influence of gain- and loss-framed messages is contingent on people's perception of the risk or uncertainty associated with adopting th e recommended behavior Specifically, loss-framed messages are more effectiv e when promoting illness-detecting (screening) behaviors, but gain-framed m essages are more effective when promoting health-affirming (prevention) beh aviors. Two experiments provide a direct test of this conceptual framework. In Experiment I, participants' willingness to act after reading about a ne w disease was a function of how the information was framed and the type of behavior promoted. Experiment 2 replicated and extended these findings with a real health concern-gum disease. Gain-framed pamphlets heightened intere st in a plaque-fighting mouth rinse, whereas loss-framed pamphlets heighten ed interest in a plaque-detecting disclosing rinse. Research on message fra ming provides a theoretically based guide for the development of effective health messages.