The effectiveness of Gain-Framed and Loss-Framed messages on sedentary individuals physical activity levels

Research into physical activity promotional messages has had vast inconsistences with loss framed messages found to have a greater effect in some studies (Bassett-Gunner, Latimer-Gheung & Ginis 2013; Jones, Sinclair, Rhodes & Courneye, 2004), whereas others have found gain framed messages to have a stronger effect (Latimer, et al., 2008; McCall & Ginis, 2004; Latimer, Brawlet & Bassett, 2010). This present study aimed to identify whether loss or gain frame physical activity promotional message encouraged greater behavior change in sedentary individuals over a four week period by using objective data collection. Narratives in a loss or gain frame were also researched, in addition to looking at personality as a moderator of message. 31 participants were divided into either a loss or gain framed group and received weekly physical activity promotional messages for 3 weeks whilst wearing a accelerometer. Physical activity data was compared across groups for each week of the study at each message condition. Results showed that although loss framed increased their physical activity slightly more than gain frame from baseline, neither message resulted in significantly higher physical activity participation across the 3 weeks. Neither a dramatic or factual narrative was seen to significantly alter activity either. Personality was not seen to effect activity