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 

Sub-type 2: avoiding an undesirable outcome 

E.g.: If you do mammograms regularly, you are doing your best to avoid detecting breast cancer at its late stages.

Loss – framed sub – types

Sub-type 1: Facing an undesirable outcome 

E.g.: If you do not do mammograms regularly, you will end up detecting breast cancer at late stages. 

Sub-type 2: failure to achieve a desirable outcome 

E.g.: If you are not doing mammograms regularly, you will miss the chance of detecting breast cancer at its earliest stage.

Author: Prasantha De Silva

A specialist in Community Medicine board-certified in Sri Lanka and a research analyst in Canada

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