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Message framing and pap test utilization among women attending a community health clinic
Susan E Rivers1, Peter Salovey, David A Pizarro
1Department of Psychology, Yale University, New Haven, Connecticut 06520-8205, USA.
Abstract:
In a randomized experiment, women (N = 441) watched either a loss- or gain-framed video emphasizing the prevention or detection functions of the Pap test to test the hypothesis that loss- and gain-framed messages differentially influence health behaviors depending on the risk involved in performing the behavior. As predicted, loss-framed messages emphasizing the costs of not detecting cervical cancer early (a risky behavior) and gain-framed messages emphasizing the benefits of preventing cervical cancer (a less risky behavior) were most persuasive in motivating women to obtain a Pap test.
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