Narrative and Framing: A Test of an Integrated Message Strategy in the Exercise Context

• In Event: Innovative message strategies to improve health

Abstract

Communication encouraging exercise may aid in mitigating obesity. Much research has investigated behavioral predictors, but little work has explored persuasive message characteristics in the exercise context. This study investigates messages employing both persuasion (Exemplification Theory and Prospect Theory) and health behavior theories (Theory of Planned Behavior) to encourage exercise. Results of a controlled experiment indicate that gain-framed messages more successfully promote positive exercise variables than loss-framed or control messages. Implications for future research are discussed.

Authors

• Jennifer Gray, Appalachian State Univ

• Nancy Harrington, University of Kentucky