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- Publisher
- American Psychological Association
- Copyright
- Copyright © 2005 American Psychological Association
- ISSN
- 0278-6133
- eISSN
- 1930-7810
- DOI
- 10.1037/0278-6133.24.3.321
- pmid
- 15898869
- Publisher site
- See Article on Publisher Site
Abstract
According to prospect theory (A. Tversky & D. Kahneman, 1981), messages advocating a low-risk (i.e., easy, low-cost) behavior are most effective if they stress the benefits of adherence (gain framed), whereas messages advocating a risky behavior are most effective if they stress the costs of nonadherence (loss framed). Although condom use is viewed as a low-risk behavior, it may entail risky interpersonal negotiations. Study 1 (N = 167) compared ratings of condom use messages advocating relational behaviors (e.g., discussing condoms) or health behaviors (e.g., carrying condoms). As predicted, loss-framed relational messages and gain-framed health messages received higher evaluations. Study 2 (N = 225) offers a replication and evidence of issue involvement and gender as moderators. Results are discussed with reference to the design of condom use messages.
Journal
Health Psychology – American Psychological Association
Published: May 1, 2005