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Research from the field of behavioral economics indicates that different frames of similar or equal situations can impact decision making. Rather than only focusing on maximizing utility, decision-makers are influenced by other, nonrational factors, such as the way choices are presented. PURPOSE: The purpose of this study was to analyze if the framing effect applied to the context of fitness center commitment contracts. METHODS: 145 adults (mean age [SD]: 36 [11] years; 88 men, 56 women) in the United States completed an online survey in which they were randomized to one of two frames. In the Twice/Week group, participants were asked to consider a commitment contract in which attending a fitness center twice per week for one year would result in a 50% membership reimbursement. Participants in the 104/Year group were asked to consider a commitment contract in which attending the fitness center 104 times in one year would result in a 50% membership reimbursement. Both commitment contracts were identical in terms of total commitment and total number of required fitness center visits (i.e., 104 times per year, or twice per week for 52 weeks [2*52 = 104]) but framed to emphasize either short-term intervals (weekly) or long-term (yearly). Participants responded to questions about the likelihood of signing up for the promotion, the perceived effectiveness of the promotion for changing exercise behavior, and the perceived effectiveness of the promotion for getting new members to join the fitness center. RESULTS: Independent t-tests indicated no difference in reported likelihood of signing up for the promotion (p = .434), no difference in the perceived effectiveness for changing exercise behavior (p = .144), and no difference in the perceived effectiveness for getting new members to join the fitness center (p = .324). CONCLUSIONS: In the context of hypothetical fitness center memberships and commitment contracts, different frames of visit frequency did not impact the likelihood of signing up for the promotion, perceived effectiveness for changing exercise behavior, or perceived effectiveness for recruiting new members. The usually robust framing effect may not translate to this situation. These data were about hypothetical commitment contracts; therefore, real-world data are needed to replicate these findings.
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