The Strategic Use of Gain- and Loss-Framed Messages to Promote Healthy Behavior: How Theory Can Inform Practice

@article{Rothman2006TheSU,
  title={The Strategic Use of Gain- and Loss-Framed Messages to Promote Healthy Behavior: How Theory Can Inform Practice},
  author={Alexander J. Rothman and Roger D. Bartels and Jhon Wlaschin and Peter Salovey},
  journal={Journal of Communication},
  year={2006},
  volume={56}
}
Message framing provides a theoretically grounded approach to the development of effective health messages. In this study, we review the state of research and theory on message framing (Rothman & Salovey, 1997), and how it can inform efforts to enhance health practices throughout the cancer care continuum. Gain-framed appeals are more effective when targeting behaviors that prevent the onset of disease, whereas loss-framed appeals are more effective when targeting behaviors that detect the… 

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