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Promoting fruit and vegetable consumption: The role of message framing and autonomy.
MedLine Citation:
PMID:  23170848     Owner:  NLM     Status:  Publisher    
Abstract/OtherAbstract:
OBJECTIVE: Previous studies have shown that gain-framed messages (vs. loss-framed messages) are more effective when advocating 'low-risk' prevention behaviours (e.g., diet, exercise, dental flossing) that minimize the risk of a health problem.The objective of the reported research was to explore whether autonomy moderated the effectiveness of gain-framed vs. loss-framed messages encouraging fruit and vegetable consumption. DESIGN: A prospective design was used for this study. METHOD: At time 1, participants (N = 177) completed a measure of autonomy and read either a gain-framed message (describing the benefits of fruit and vegetable consumption) or a loss-framed message (describing the disadvantages of not eating fruit and vegetables). At time 2, participants reported their fruit and vegetable consumption over the preceding 7 days. RESULTS: Autonomy moderated the effect of message framing. Gain-framed messages only prompted fruit and vegetable consumption amongst those with high levels of autonomy. CONCLUSION: The study identifies a key role for autonomy in shaping recipients' responses to framed messages promoting fruit and vegetable consumption. STATEMENT OF CONTRIBUTION: What is already known on this subject? Previous studies have shown that gain-framed messages (vs. loss framed messages) are more effective when advocating low-risk prevention behaviours (e.g., diet, exercise, dental flossing) that minimize the risk of a health problem. What does this study add? The current study is the first to demonstrate that the success of a gain-framed message to promote fruit and vegetable consumption is dependent on recipients' level of autonomy.
Authors:
Sue Churchill; Louisa Pavey
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Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2012-11-21
Journal Detail:
Title:  British journal of health psychology     Volume:  -     ISSN:  2044-8287     ISO Abbreviation:  Br J Health Psychol     Publication Date:  2012 Nov 
Date Detail:
Created Date:  2012-11-22     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9605409     Medline TA:  Br J Health Psychol     Country:  -    
Other Details:
Languages:  ENG     Pagination:  -     Citation Subset:  -    
Copyright Information:
© 2012 The British Psychological Society.
Affiliation:
University of Chichester, UK; Kingston University, Kingston-Upon-Thames, UK.
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