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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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In general, a schema is a mental construct consisting of a cluster or collection of related concepts (Bartlett, 1932). There are many different types of schemata, and they all have one thing in common: schemata are a method of organizing information that allows the brain to work more efficiently. When a schema is activated, the brain makes immediate assumptions about the person or object being observed.
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A Cognitive-Emotional Model to Explain Message Framing Effects: Reducing Meat Consumption.

Valentina Carfora1, Massimiliano Pastore2, Patrizia Catellani1

  • 1Department of Psychology, Catholic University of the Sacred Heart, Milan, Italy.

Frontiers in Psychology
|April 15, 2021
PubMed
Summary

Message framing impacts health decisions. Fear-based messages promoting reduced meat consumption, especially gain and non-loss frames, effectively reduced intention to eat meat by influencing cognitive processing.

Keywords:
emotionframingmeat consumptionmessagemessage elaborationmessage framing

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Area of Science:

  • Health psychology
  • Behavioral science
  • Communication studies

Background:

  • Understanding message framing's impact on health behaviors is crucial for public health interventions.
  • Previous research has explored various message framing techniques, but a unified cognitive-emotional model is needed.
  • The health consequences of red and processed meat consumption necessitate effective communication strategies.

Purpose of the Study:

  • To test a cognitive-emotional model explaining how different message frames (gain, non-loss, non-gain, loss) influence attitudes and intentions regarding red/processed meat consumption.
  • To investigate the roles of emotions (fear, anger) and cognitive processing in mediating message effects.
  • To compare the effectiveness of different message frames in promoting reduced meat consumption.

Main Methods:

  • A total of 544 Italian participants completed questionnaires on attitudes and intentions towards meat consumption.
  • Participants were randomly assigned to receive one of four message frames (gain, non-loss, non-gain, loss) related to meat consumption's health consequences.
  • Post-message assessments measured emotional and cognitive reactions, message evaluation, and subsequent attitudes and intentions using multivariate linear models and Bayesian analysis.

Main Results:

  • Message-induced fear positively influenced systematic processing, leading to better message evaluation, more positive attitudes, and reduced intention to consume red/processed meat.
  • Message-induced anger negatively impacted systematic processing, resulting in poorer message evaluation and no significant effect on attitudes or intentions.
  • Gain and non-loss messages fostered integrated emotional and cognitive processing, whereas loss and non-gain messages relied more on emotional shortcuts.

Conclusions:

  • The cognitive-emotional model provides a plausible explanation for message framing effects on health intentions.
  • Fear appeals, particularly when framed as gains or non-losses, are more effective in promoting behavior change than anger appeals or loss/non-gain frames.
  • Understanding the interplay of emotions and cognitive processing is key to designing persuasive health messages.