Effects of Message Framing on Breast‐Cancer‐Related Beliefs and Behaviors: The Role of Mediating Factors

Tracy L Finch · Valerie A. Clarke · Ron Borland

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Media Influence and Health Decision-Making and Behavioral Economics Behavioral Health and Interventions

Abstract

The effects of gain‐loss message framing on breast‐cancer‐related cognitions and behaviors were assessed among 539 women aged 30 to 70 years. The design involved a prebrochure telephone interview, followed by a brochure mailout, and a postbrochure telephone interview. The brochures contained information about breast cancer and the risk of family history. Recommended behaviors were framed to emphasize gains, losses, or were neutral; and statistical risk information was presented either positively or negatively. Measures included demographics, family history, breast self‐examination (BSE) performance, BSE intention, self‐efficacy in performing BSE, perceived early detection risk of breast cancer, perceived susceptibility to breast cancer, and anxiety about breast cancer. A loss‐framed message led to greater positive change in BSE behavior. Interactions between framing effects and variables of issue involvement, perceived early detection risk, and self‐efficacy indicated effects on behavior, but not beliefs.

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References

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