Message Framing Tailored to the Patients’ Regulatory Focus as a Tool to Promote Medication Adherence

• In Event: Media and Message Effects: High Density Panel in Health Communication

Abstract

We propose that gain or loss framed messages matching patients’ regulatory focus is an effective communication strategy to address beliefs about medication adherence, thus promote compliance. Regulatory focus theory distinguish promotion (supports eager strategy) and prevention focused (implies vigilant strategy) orientation. Data from in-depth interviews indicate that chronic patients’ decision making and self-reported behavioral pattern regarding medication adherence is explicable by the regulatory focus theory, particularly judgment strategy preferences. As far as decision-making about medication adherence is concerned, one group of patients apply vigilant judgment strategies choosing the perceived safest solution in order to avoid losses, meanwhile patients who prefer eager judgment strategies are trying all the alternatives hoping for possible gains. In summary, regulatory focus theory is a suitable approach explaining patients’ health-related decision making and compliance. Thus, framing messages matching patients’ regulatory focus might be a useful tool to address patients’ beliefs about medication adherence.

Authors

• Lilla Nafradi, Universita della Svizzera italiana

• Peter J. Schulz, U della Svizzera italian