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Promoting participation in physical activity using framed messages: An application of prospect theory
Author(s) -
Latimer Amy E.,
Rench Tara A.,
Rivers Susan E.,
Katulak Nicole A.,
Materese Stephanie A.,
Cadmus Lisa,
Hicks Althea,
Hodorowski Julie Keany,
Salovey Peter
Publication year - 2008
Publication title -
british journal of health psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.05
H-Index - 88
eISSN - 2044-8287
pISSN - 1359-107X
DOI - 10.1348/135910707x246186
Subject(s) - social cognitive theory , psychology , framing (construction) , physical activity , framing effect , social psychology , cognition , health communication , prospect theory , medicine , physical therapy , persuasion , engineering , structural engineering , communication , finance , neuroscience , economics
Objectives Messages designed to motivate participation in physical activity usually emphasize the benefits of physical activity (gain‐framed) as well as the costs of inactivity (loss‐framed). The framing implications of prospect theory suggest that the effectiveness of these messages could be enhanced by providing gain‐framed information only. We compared the effectiveness of gain‐, loss‐, and mixed‐framed messages for promoting moderate to vigorous physical activity. Design Randomized trial. Method Sedentary, healthy callers to the US National Cancer Institute's Cancer Information Service ( N =322) received gain‐, loss‐, or mixed‐framed messages on three occasions (baseline, Week 1, and Week 5). Social cognitive variables and self‐reported physical activity were assessed at baseline, Week 2, and Week 9. Separate regression analyses were conducted to examine message effects at each assessment point. Results At Week 2, gain‐ and mixed‐framed messages resulted in stronger intentions and greater self‐efficacy than loss‐framed messages. At Week 9, gain‐framed messages resulted in greater physical activity participation than loss‐ or mixed‐framed messages. Social cognitive variables at Week 2 did not mediate the Week 9 framing effects on physical activity participation. Conclusions Using gain‐framed messages exclusively may be a means of increasing the efficacy of physical activity materials.