Open AccessEffects of gain- and loss-framed messages on the sun safety behavior of adolescents: The moderating role of risk perceptions
Author(s) -
Yong Woo Hwang,
Hyunyi Cho,
Laura Sands,
SeHoon Jeong
Publication year - 2011
Publication title -
journal of health psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.716
H-Index - 88
eISSN - 1461-7277
pISSN - 1359-1053
DOI - 10.1177/1359105311428536
Subject(s) - risk perception , psychology , perception , social psychology , moderated mediation , framing (construction) , framing effect , persuasion , structural engineering , neuroscience , engineering
This study examined how message framing effects can be moderated by two types of risk: (a) perceived effectiveness in preventing a risk and (b) perceived susceptibility to the risk. The results indicate that the perceived effectiveness moderated framing effects on the intention to use sunscreen such that a loss-framed message was more effective when perceived effectiveness was low, whereas a gain-framed message was more effective when perceived effectiveness was high. In addition, perceived susceptibility to skin cancer moderated framing effects on the intention to use sunscreen and the intention to wear long pants such that a loss-framed message was more effective when perceived susceptibility was high.