The effect of message framing and the presentation of health vs. social consequences on health risk perception

With health prevention campaigns health insurance providers can increase the perception of health risks among customers in order to promote healthy behaviour. The presentation format of health information has a significant influence on the health-related behaviour of customers. We investigate in our experimental study the impact of positive vs. negative presentation (message framing) as well as the presentation of health vs. social consequences in health prevention campaigns on health risk perception. The results reveal that loss- (vs. gain-) framed messages and the presentation of health (vs. social) consequences increase health risk perception more strongly. This effect is mediated by a stronger perceived severity of health (vs. social) consequences. Women perceive health (vs. social) consequences more likely and closer in time than men. Our findings show the importance of increasing health risk perception in order to promote healthy behaviour intentions.