Why Are You Bringing Up Condoms Now ? The Effect of Message Content on Framing Effects of Condom Use Messages

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.