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Using message framing to promote regular physical activity in college-age women and men

Hsiao, Evana Tsunami

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2002, Doctor of Philosophy, Ohio State University, Psychology.

Research to date suggested that individuals respond to positively framed health messages differently compared to health messages that are negatively framed. Rothman and Salovey (1997) proposed that a behavior that is prevention-oriented is better promoted by positive-framed messages while a behavior that is detection-oriented is better promoted by negative-framed messages. The current study sought to test this hypothesis by independently manipulating the message framing (positive vs. negative) and the perceived function (prevention-oriented vs. detection-oriented) variables and evaluating their independent and joint effects on the promotion of regular exercise and exercise testing among sedentary male and female college students. Additional potential moderators of the framing effect were examined, including stages of readiness to change, perceived susceptibility to develop heart disease, gender, and Need for Cognition (Cacioppo et al., 1984).

One hundred and ninety-two eligible participants were recruited on the basis of their lack of regular physical activity and previous participation in exercise testing. Each participant was randomly assigned to read one of eight versions of a pamphlet, which promoted either regular exercise or exercise testing. The pamphlet was either positively or negatively framed with either prevention or detection emphasis. Participants completed a questionnaire, which included their attitude, behavioral intention, and intended frequency of participation, as well as affective, cognitive, personality, and psychosocial variables. In addition, behavioral response and follow-up questionnaires were used to assess the effects of the independent variables.

Results provided some support for Rothman and Salovey (1997) predictions in a regular exercise context. Messages perceived to be positively framed elicited greater behavioral intention to engage in regular exercise than did messages perceived to be negatively framed when the behavior was viewed as prevention-oriented. On the other hand, messages perceived to be negatively framed elicited greater behavioral intention to engage in regular exercise than did messages perceived to be positively framed when the behavior was viewed as detection-oriented. However, the majority of the dependent variables in this study (attitude, frequency of intended participation, behavioral response, and follow-up data) failed to support either hypothesis. Overall, participants appeared to prefer messages that were either positively framed or prevention-oriented. Individuals from advanced exercise stages, low-NFC scorers, and possibly women were susceptible to the framing effect. While most participants in the follow-up study reported taking some steps toward a physically active lifestyle, this was not clearly a result of the framing/function intervention.

Results from the exercise testing sample revealed that among individuals who indicated intention to participate in exercise testing prior to the intervention, messages perceived to be negatively framed elicited more favorable attitude toward exercise testing than did messages perceived to be positively framed when the behavior was viewed as detection-oriented. There was no framing effect in the prevention-context, however. Participants did not appear to prefer one frame or function over the other. There were several significant manipulated frame x manipulated function interactions associated with "intention to participate in exercise testing within the next decade" as the dependent variable. However, none supported the stated hypotheses. Moreover, the interactions disappeared when perceived framing and perceived function were used in the analyses instead. Only test stages of change and gender interacted with the framing and/or function variables.

The present study provided some evidence suggesting that the framing effect can be found in complicated behaviors such as regular exercise and exercise testing and provided limited support for the framing x function interaction in the direction predicted by Rothman and Salovey (1997). The fact that such a simple intervention can impact relatively complicated health behaviors has important implications for delivering cost-effective cardiovascular health promotional measures in the college-age population. Stages of readiness to change and NFC proved to be important moderators of framing. In addition to replicating current findings, subsequent research should assess the framing effect with additional populations such as older adults, explore the use of other sensitive outcome measures, and employ the framing intervention both in a field and lab setting. Research should also examine the long-term effect of framing and evaluate the efficacy of message framing in conjunction with more extensive exercise interventions.

Charles F. Emery (Advisor)
Barbara L. Andersen (Committee Member)
Thomas E. Nygren (Committee Member)
Richard E. Petty (Committee Member)
159 p.

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Citations

  • Hsiao, E. T. (2002). Using message framing to promote regular physical activity in college-age women and men [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1261054537

    APA Style (7th edition)

  • Hsiao, Evana. Using message framing to promote regular physical activity in college-age women and men. 2002. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1261054537.

    MLA Style (8th edition)

  • Hsiao, Evana. "Using message framing to promote regular physical activity in college-age women and men." Doctoral dissertation, Ohio State University, 2002. http://rave.ohiolink.edu/etdc/view?acc_num=osu1261054537

    Chicago Manual of Style (17th edition)