Preaching to the choir? The influence of personal relevance on the effects of gain- and loss-framed health-promoting messages

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Publication year
2012Source
Journal of Health Psychology, 17, 5, (2012), pp. 712-723ISSN
Publication type
Article / Letter to editor

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SW OZ BSI CW
Journal title
Journal of Health Psychology
Volume
vol. 17
Issue
iss. 5
Page start
p. 712
Page end
p. 723
Subject
Communication and MediaAbstract
This article examines the moderating influence of personal relevance on the persuasive effects of gain- and loss-framed messages. We assessed current behaviour as a proxy for personal relevance, provided 169 participants with gain- and loss-framed messages advocating skin self-examination (SSE) and assessed intention to engage in SSE as the outcome measure. The results showed that loss-framed information was more persuasive than gain-framed information, but only for low-relevance participants. This suggests that loss-framed information might be mainly effective for recipients who need little persuading and, in fact, runs the risk of ‘preaching to the choir’.
This item appears in the following Collection(s)
- Academic publications [203856]
- Electronic publications [102288]
- Faculty of Social Sciences [27309]
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