Gain framed and loss framed messages offer distinct pathways to persuasion: The role of affect

Contains fulltext : 134955.pdf (publisher's version ) (Closed access)Background: Studies show inconsistent results with regard to the question whether gain framed or loss frames health promoting messages are more persuasive. In the present research, two studies investigated the mediating role of affective reactions to framed health messages. Methods: In two studies (Study 1: N¼131; Study 2: N¼172), participants’ reactions to framed health promoting messages were investigated. Findings: In both studies, gain framed messages resulted in more positive affect than loss framed messages, whereas loss framed messages resulted in more negative affect. Both positive and negative affect were positively associated with intention to perform the advocated behaviour, although the effect of positive affect was mediated by the attitude towards the advocated behaviour, whereas negative affect had a direct influence on intention. Discussion: The results of these two studies suggest that both positive and negative feelings can contribute to the persuasion process, but in distinct ways.2 p