When Different Message Frames Motivate Different Routes to the Same Health Outcome

Background Message framing is an effective strategy for promoting health behavior. Purpose We examined the relative effectiveness of framed messages that simultaneously promoted two different health behaviors—eating a calcium-rich diet and taking calcium supplements—for preventing osteoporosis. Because those behaviors are associated with different perceptions of risk, we predicted that gain- and loss-framed messages would have opposite effects. Methods In two experiments, participants (N 1 = 69; N 2 = 219) were randomly assigned to a gain- or loss-framed message presenting two osteoporosis prevention behaviors. Results A gain-framed advantage was observed for dietary calcium consumption, but the opposite—a loss-framed advantage—was observed for use of calcium supplements. Message frame interacted with baseline calcium consumption behavior for some outcomes. Conclusions Both gain- and loss-framed messages increased osteoporosis prevention behavior, but their relative effectiveness depended on the type of behavior. Framed messages can have opposite effects on different behaviors used to achieve a common health goal.