Evaluating the effects of six alcohol-related message frames on emotions and intentions: The neglected role of disgust

Natalie N Collymore · Mark R. McDermott

29 citations0/0 files storedJournal of Health Psychology

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Behavioral Health and Interventions Substance Abuse Treatment and Outcomes Media Influence and Health

Abstract

A total of 120 18- to 56-year-olds, divided into six groups containing equal numbers of men and women, were shown a textual message and associated photograph featuring alcohol-related behaviour. Subsequently, questions were answered about intentions to reduce consumption, to drink moderately and how positive and negative the messages made participants feel. Loss-framed messages, in particular those featuring health-related disgust, were the most effective for increasing intentions to reduce alcohol intake. In conclusion, studies have over-focused on fear-loss frames, neglecting the utility of disgust-loss frames in health messages. This study suggests that disgust-loss frames deserve equivalent attention.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1981The Framing of Decisions and the Psychology of Choice 1872The expression of the emotions in man and animals.1992Putting the fear back into fear appeals: The extended parallel process model 2000A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns 1977Human Emotions 1997Shaping perceptions to motivate healthy behavior: The role of message framing.

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