Using behavioral economics to promote advanced directives for end of life care: a national study on message framing

Advance directives (AD) are a crucial method for individuals to communicate their directions regarding medical decisions to their families and health care professionals when they are no longer able to make these decisions for themselves. However, not many individuals have an AD. We present the results of a survey-based experiment on how message framing (positive, negative and social norm) in educational videos affects (a) the individual's decision to acquire more information about an AD and (b) the change in stated likelihood of obtaining an AD. Our message framing is centered on the family burden aspect of end-of-life care. We also survey participants about which type of framing they view as more persuasive in terms of obtaining an AD. We find that participants who watched the negative framed video were more likely to request more information about ADs. However, for those who had not sought information on ADs prior to the study, positive framing has a small positive impact on the approximate change in stated likelihood of obtaining an AD. On average, positive framing is perceived as more convincing to obtain an AD. Ranking the positive framed video as first or second in terms of convincingness is correlated with self-reported creation of an AD, whereas ranking the negative framed video as first or second is correlated with not creating an AD.