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- Publisher
- Oxford University Press
- Copyright
- © 2006 Taylor and Francis Group LLC
- ISSN
- 2380-8977
- eISSN
- 2380-8985
- DOI
- 10.1080/23808985.2006.11679054
- Publisher site
- See Article on Publisher Site
Abstract
A meta-analytic review of the relative persuasiveness of gain-and loss-framed messages (based on 165 effect sizes, N=50,780) finds that loss-framed appeals are not generally more persuasive than gain-framed appeals. For encouraging disease prevention behaviors, gain-framed appeals are more persuasive than loss-framed appeals; for encouraging disease detection behaviors, gain-and loss-framed appeals do not differ significantly in persuasiveness. The relative persuasiveness of differently framed appeals seems little influenced by (a) whether the gain-framed appeals emphasize the attainment of desirable states or the avoidance of undesirable states or (b) whether the loss-framed appeals emphasize the attainment of undesirable states or the avoidance of desirable states.
Journal
Annals of the International Communication Association – Oxford University Press
Published: Jan 1, 2006