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Age differences in goals: implications for health promotion
Xin Zhang1, Helene Fung, Bob Ho-hong Ching
1Department of Psychology, The Chinese University of Hong Kong, Hong Kong, China.
Aging & Mental Health
|June 2, 2009
Summary
Health messages emphasizing emotional goals significantly improved recall, evaluation, and behavior change in older adults. This highlights the importance of emotional framing for this demographic.
Area of Science:
- Gerontology
- Health Communication
- Social Psychology
Background:
- Socioemotional selectivity theory suggests older adults prioritize emotionally meaningful goals.
- Previous research indicates age-related differences in goal orientation and information processing.
- Understanding these differences is crucial for effective health communication strategies.
Purpose of the Study:
- To investigate age-related differences in evaluating, remembering, and being persuaded by health messages.
- To examine the impact of emotional versus non-emotional goal framing on health message effectiveness.
- To compare responses between younger adults (18-36) and older adults (62-86).
Main Methods:
- Participants were randomly assigned to read health pamphlets.
- Pamphlets contained identical factual information but differed in emphasis: emotional, future-oriented, or neutral goals.
- Outcomes measured included message evaluation, information recall, and reported behavioral changes.
Main Results:
- Health messages emphasizing emotional goals were better remembered and evaluated more positively by older adults.
- Emotional goal framing led to greater behavioral changes in older adults compared to future-oriented or neutral goals.
- These effects were not observed in younger adults, indicating an age-specific impact.
Conclusions:
- Health messages targeting older adults are more effective when framed around emotional goals, such as love and caring.
- Tailoring health communication to age-related motivational shifts can enhance message impact.
- Findings support the application of socioemotional selectivity theory in public health interventions.
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