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We talked about gain frames and loss frames, two different types of frames. Gain frames
focus on the benefits of engaging in the behavior, so get a mammogram so that you have more treatment
options going forward, or the cost of the loss frame might be if you don't get a mammogram,
you don't have as many treatment options. So those two types of frames can interact
with regulatory focus. So we know that people with a promotion focus prefer a loss frame.
People with a prevention focus prefer a gain frame. So if you look at your messages and
you find that you have a promotion-focused audience and you've already said that to us
earlier in the model coding, then you can improve your message by using a loss frame
or focusing on a cost of engaging in the behavior and vice versa.