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Testing for Dose-Response Relationships in Health Messaging: Dosage, Framing, and Intentions to Exercise.
Helen M Lillie1, Alexis S Vega2, Yi Liao2
1Department of Communication Studies, University of Iowa, Iowa City, Iowa, USA.
Journal of Health Communication
|May 15, 2026
Summary
Understanding health message dosage is crucial. This study found that a three-point dose message increased exercise intentions more than a two-point dose message, especially when framed positively.
Area of Science:
- Health Communication
- Behavioral Science
- Message Framing
Background:
- Dosage is a critical aspect of treatment optimization, aiming to maximize benefits while minimizing adverse effects.
- Despite its importance, dosage has been largely overlooked within health communication scholarship.
- Prior research suggests that message framing (gain vs. loss) may influence optimal dosage levels.
Purpose of the Study:
- To investigate the impact of different message dosages on health communication outcomes.
- To examine how message framing (gain vs. loss) interacts with dosage to influence exercise intentions.
- To test the hypothesis that varying dose amounts and frames affect perceived benefits and intentions.
Main Methods:
- A 3 (dose amount: 1, 2, or 3) x 2 (message frame: gain/loss) experimental design was employed with 1007 participants.
- A 'dose' was operationalized as the number of bullet points detailing exercise benefits.
- Participants were exposed to different message conditions, and their exercise intentions, perceived benefits, and perceived dose were measured.
Main Results:
- A three-dose message significantly increased exercise intentions compared to a two-dose message.
- A gain-framed, three-dose message resulted in the highest perceived benefits of exercise.
- Message dose had a positive indirect effect on exercise intentions, mediated by perceived benefits and perceived dose.
Conclusions:
- The amount of information presented in health messages (dosage) significantly impacts behavioral intentions.
- Gain-framed messages with a higher dose appear most effective in promoting perceived benefits and intentions.
- Further theoretical development is needed to fully understand the role of dosage in health communication.
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