Gain versus loss framing in adherence-promoting communication targeting patients with chronic diseases: the moderating effect of individual time perspective

Xiaoquan Zhao, Melinda M. Villagran, Gary L. Kreps, Colleen McHorney

Research output: Contribution to journalArticlepeer-review

24 Citations (Scopus)

Abstract

This study investigated the joint effect of message framing and time perspective in adherence-promoting communication targeting patients with chronic diseases. Based on previous framing and time perspective research, it was hypothesized that the gain frame would show an advantage over the loss frame among future-oriented patients; for present-oriented patients, it was hypothesized that the framing effect would be relatively indistinct. In total, 1,108 currently nonadherent patients with chronic disease participated in an experiment where they were randomly assigned to either gain- or loss-framed messages addressing key beliefs underlying their nonadherence or a no-message control condition. Intention and attitude regarding future adherence as well as message perceptions were measured after message presentation. Results of this study generally supported the hypotheses. Message topics-whether the messages addressed patients' perceived need for medications or concerns about side effects-did not moderate the effect of framing or the interaction between framing and time perspective. Theoretical and practical implications are discussed.
Original languageEnglish
Pages (from-to)75-85
Number of pages11
JournalHealth Communication
Volume27
Issue number1
DOIs
Publication statusPublished - 2012
Externally publishedYes

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