Gain and Loss Frame Sun Protection Messages and Self-Efficacy and Response Efficacy of Adolescents

• In Event: Innovative message strategies to improve health

Abstract

Based on the theoretical premise of compatibility between message frames and efficacy types, this study investigated whether message framing differentially increases self-efficacy and response efficacy, and whether the effects of message framing on behavioral intentions are moderated by self-efficacy and response efficacy. In a pre- and post-test experiment, gain and loss frame messages advocating sun protection practices were given to adolescents.

Author

• Hyunyi Cho, Purdue University