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Published on: May 8, 2018
Self-Efficacy Mediates the Effect of Framing Eating Disorders Prevention Message on Intentions to Have a Sufficient
Agnès Helme-Guizon1, Marie-Laure Gavard-Perret1, Rebecca Shankland2
1Laboratoire CERAG-Grenoble INP, Institut of Engineering and Management, Université Grenoble Alpes, 38000 Grenoble, France.
Background:
In the context of social marketing, the effectiveness of prevention messages is a major issue. The main objective of the present study was to assess the effect of prevention messages framing on self-efficacy reinforcement in order to improve intentions to reach or maintain sufficient weight in a non-clinical sample. It thus focuses on testing the mediating role of self-efficacy.
Methods:
Two hundred and thirty-three university student women were randomly assigned to one of the two conditions (gain-framed versus loss-framed message). They were exposed to a short persuasive message and surveyed on self-efficacy and intention to maintain sufficient weight.
Results:
Loss-framed messages elicited higher levels of self-efficacy than gain-framed messages, which led to higher intentions to reach or maintain sufficient weight. This study sheds light on the mediating role of self-efficacy.
Conclusions:
The results suggest ways to improve the persuasiveness of prevention campaigns, thereby opening up further research avenues.
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