Lateralized goal framing: How health messages are influenced by valence and contextual/analytic processing

The effectiveness of health messages has been shown to vary due to the positive or negative framing of information, often known as goal framing. In two experiments we altered, the strength of the goal framing manipulation by selectively activating the processing style of the left or right hemisphere (RH). In Experiment 1, we found support for the contextual/analytic perspective; a significant goal framing effect was observed when the contextual processing style of the RH - but not the analytic processing style of the left hemisphere (LH) - was initially activated. In Experiment 2, support for the valence hypothesis was found when a message that had a higher level of personal involvement was used than that in Experiment 1. When the LH was initially activated, there was an advantage for the gain- vs. loss-framed message; however, an opposite pattern - an advantage for the loss-framed message - was obtained when the RH was activated. These are the first framing results that support the valence hypothesis. We discuss the theoretical and applied implications of these experiments.