Related Experiment Video
Updated: May 31, 2026

Multidisciplinary Approach to Obesity Management: A Case Report
Published on: May 30, 2025
Gain versus loss framing in adherence-promoting communication targeting patients with chronic diseases: the
Xiaoquan Zhao1, Melinda M Villagran, Gary L Kreps
1Department of Communication, George Mason University, 4400 University Drive, Fairfax, VA 22033, USA. xzhao3@gmu.edu
Abstract:
This study investigated the joint effect of message framing and time perspective in adherence-promoting communication targeting patients with chronic diseases. Based on previous framing and time perspective research, it was hypothesized that the gain frame would show an advantage over the loss frame among future-oriented patients; for present-oriented patients, it was hypothesized that the framing effect would be relatively indistinct. In total, 1,108 currently nonadherent patients with chronic disease participated in an experiment where they were randomly assigned to either gain- or loss-framed messages addressing key beliefs underlying their nonadherence or a no-message control condition. Intention and attitude regarding future adherence as well as message perceptions were measured after message presentation. Results of this study generally supported the hypotheses. Message topics-whether the messages addressed patients' perceived need for medications or concerns about side effects-did not moderate the effect of framing or the interaction between framing and time perspective. Theoretical and practical implications are discussed.
Related Concept Videos
Framing Effects
Stress Prevention and Stress Management Techniques VI
Motivation and Self-Determination
Motivation, the driving force behind behavior, plays a pivotal role at every stage of the change process. The research...
Classification of Illness
An illness is a response to a disease in which the person's level of functioning is changed compared with a previous level. The general classification of illness includes acute and chronic.
Acute illness is severe and...
Models of Health Promotion and Illness Prevention II
The agent-host-environment model states that disease results from...
Self-Discrepancy Theory
Methods of Documentation VI: Case Management Model
For example, a patient with a chronic illness...