Posted in message framing

This message is good for “others”, not for me.

This is about the classic “third-person effect”; it is not for me (the first person), or you (the second person), it is for others (the third person). Think about this real scenario: A group of researchers showed a set of messages prepared against drink-driving to a group of 201 drivers….

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Posted in message framing

Teens favor gain-framed messages

We all love immediate gains. Health education messages should also follow this simple truth whenever possible.  How can we design such messages? While I was searching for a study based on this reality, I stumbled upon the following qualitative study published in Cancer Nursing journal, designed and conducted by Satia…

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Posted in message framing

Elaboration Likelihood Model (ELM)

Message framers use the Elaboration Likelihood Model (ELM) in everyday practice. Richard Petty and John Cacioppo developed the model and published it in 1980. I read about their paper published in 1984 through this link; this is a PDF file and freely available. What is it for? The ELM aims…

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Types of gain-framed and loss-framed messages

If we look deeper, we can recognize the sub-types of gain-framed and loss-framed messages. Let us have a look on this.   Gain – framed sub-types Sub-type 1: achieving a desirable outcome  E.g.: If you do mammograms regularly, you are doing your best to detect breast cancer at the earliest stage …

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Health Belief Model in message framing

What is it for? Health Belief Model (HBM) theorizes how our beliefs influence our attitudes and then actions. How does it occur according to the Model? Our attitudes depend on six types of belief constructs: Perceived susceptibility to the condition  Perceived seriousness of the condition Perceived benefits of the action…

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Message framing effect on vaccine hesitancy

Measles outbreaks are becoming a real headache now in the US. We know the reason: Low measles vaccination coverage. Parents fear to jab their babies with vaccines due to the vaccine’s over-emphasized adverse effects. Program managers grapple with the challenge of message framing. Because of my enthusiasm about the effect…

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Posted in message framing

Gain-framed messages to persuade quitting smoking

Above are the two examples of many quitting smoking promotion messages; one is a loss-framed and the other is a gain-framed message. We can find both message types in print, electronic, and social media world. And, health professionals too, knowingly or unknowingly, use both types in their daily encounters with…

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Posted in message framing

Prospect theory in message framing

Daniel Kahneman and Amos Tversky’s Prospect theory has helped improve our quality of life in a variety of ways. I have written about it earlier. This post relates its application in message framing. In short, the Prospect theory says we respond differently for the perceived losses or costs and gains…

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