Effects of gain-and-loss framing HPV messages on attention and implicit attitudes: An event-related potential study

Gain-and-loss framing research has yielded limited findings regarding ways to systematically influence vaccine uptake and acceptability (attitudes and intentions) to promote the HPV vaccine. However, potential moderating variables need to be considered. This study was designed to overcome previous limitations by exploring the role of involvement with HPV issues and the framework in cognitive effects through an electrophysiological study.

In a between-subjects design, 40 participants were recruited into 2 (frames: gain vs. loss) × 2 (involvement: high vs. low issue involvement) groups. During the message exposure, brain activity was measured by the amplitude of P300 event-related potentials (ERPs) as the participants were asked to conduct an auditory oddball task. An implicit association test (IAT) was adopted and measured by D-scores.

Loss-framed messages elicited a larger P300 amplitude than gain-framed ones. The D-score results indicated that the IAT D-score of the gain-framed messages was also significantly higher than that of loss frames.

The P300 effect suggests that gain-framed messages receive more attention from participants than loss-framed messages. The results of the IAT demonstrate that individuals with high-issue involvement are likely to find elaboration on gain-framed information.