The message framing of health communications : how to elicit higher intention to get an annual pap test ?

L. Balbo (1)

1 CERAG - Centre d'études et de recherches appliquées à la gestion

In an online experiment, women (N=209) were randomly exposed to a pamphlet promoting Pap test. The pamphlet was either gain- or loss-framed and emphasized either the prevention or detection function of the Pap. We hypothesized that the fit between framing and function (i.e. gain-prevention and loss-detection) will result in higher intention to follow the recommendation. Moreover, we predicted that under the non-fit condition (i.e. gain-detection and loss-prevention); people higher in perceived vulnerability will have higher intention to follow the recommendation. Analyses revealed that our hypotheses were partially supported

Mots clés: Marketing of health; health communication; message framing

Domaines: Gestion et management

L. Balbo. The message framing of health communications : how to elicit higher intention to get an annual pap test ?. 2010. ⟨halshs-00534779⟩