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Lateralized goal framing: how selective presentation impacts message effectiveness.

Michael McCormick1, John J Seta

  • 1University of North Carolina at Greensboro, USA. mjmccorm@uncg.edu

Journal of Health Psychology
|February 11, 2012
PubMed
Summary
This summary is machine-generated.

Framing health messages as losses, not gains, is more effective when the right brain hemisphere is engaged. This finding highlights how message framing impacts health communication strategies.

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Area of Science:

  • Neuroscience
  • Health Communication
  • Cognitive Psychology

Background:

  • Message framing, particularly gain versus loss framing, influences decision-making.
  • The brain's hemispheres process information differently, impacting message effectiveness.

Purpose of the Study:

  • To investigate how gain versus loss message framing affects health message effectiveness.
  • To determine if hemispheric processing (left vs. right) moderates the goal framing effect.

Main Methods:

  • Utilized a dichotic listening procedure to present health messages selectively to the left or right cerebral hemisphere.
  • Assessed the effectiveness of messages framed as gains versus losses.

Main Results:

  • A significant goal framing effect, favoring loss-framed messages over gain-framed messages, was observed.
  • This effect was significant only when right hemisphere processing was initially enhanced, not when left hemisphere processing was enhanced.

Conclusions:

  • The right hemisphere's contextual processing style is particularly sensitive to the associative implications of message framing.
  • Findings support the valence hypothesis and have implications for optimizing health communication strategies for healthcare providers.