Effects of message framing on breast-cancer-related beliefs and behaviors:The role of mediating factors

The effects of gain-loss message framing on breast-cancer-related cognition s and behaviors were assessed among 539 women aged 30 to 70 years. The desi gn involved a prebrochure telephone interview, followed by a brochure mailo ut, and a postbrochure telephone interview. The brochures contained informa tion about breast cancer and the risk of family history. Recommended behavi ors were framed to emphasize gains, losses, or were neutral; and statistica l risk information was presented either positively or negatively. Measures included demographics, family history, breast self-examination (BSE) perfor mance, BSE intention, self-efficacy in performing BSE, perceived early dete ction risk of breast cancer, perceived susceptibility to breast cancer, and anxiety about breast cancer. A loss-framed message led to greater positive change in BSE behavior. Interactions between framing effects and variables of issue involvement, perceived early detection risk, and self-efficacy in dicated effects on behavior, but not beliefs.