Persuasive impact of loss and gain frames on intentions to exercise: A test of six moderators

Abstract

The current study situated loss/gain-framing research in the extended parallel process model and tested whether two message features (dose, efficacy appeals) and four individual difference variables (walking self-efficacy, grit, consideration of future consequences, health information overload (HIO)) moderated the impact of message framing on intentions to engage in physical activity. Adults (N = 341, Mage = 38.09, SD = 10.94) were randomly assigned to one of eight message conditions advocating exercise behavior. All four individual difference variables significantly moderated framing effects such that gain-framed messages were more effective for individuals with lower walking self-efficacy, grit, and consideration of future consequences and loss-framed messages were significantly more effective for individuals with higher walking self-efficacy, grit, consideration of future consequences, and for those with lower HIO.