Examining the link between framed physical activity ads and behavior among women.

Abstract:

:Gain-framed messages are more effective at promoting physical activity than loss-framed messages. However, the mechanism through which this effect occurs is unclear. The current experiment examined the effects of message framing on variables described in the communication behavior change model (McGuire, 1989), as well as the mediating effects of these variables on the message-frame-behavior relationship. Sixty low-to-moderately active women viewed 20 gain- or loss-framed ads and five control ads while their eye movements were recorded via eye tracking. The gain-framed ads attracted greater attention, ps < .05; produced more positive attitudes, p = .06; were better recalled, p < .001; influenced decisions to be active, p = .07; and had an immediate and delayed impact on behavior, ps < .05, compared with the loss-framed messages. Mediation analyses failed to reveal any significant effects. This study demonstrates the effects of framed messages on several outcomes; however, the mechanisms underlying these effects remain unclear.

journal_name

J Sport Exerc Psychol

authors

Berenbaum E,Latimer-Cheung AE

doi

10.1123/jsep.2013-0207

subject

Has Abstract

pub_date

2014-06-01 00:00:00

pages

271-80

issue

3

eissn

0895-2779

issn

1543-2904

journal_volume

36

pub_type

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