Citation

Collymore NN, McDermott MR. J. Health Psychol. 2015; 21(9): 1907-1917.

Affiliation

University of East London, UK m.r.mcdermott@uel.ac.uk.

Copyright

(Copyright © 2015, SAGE Publishing)

DOI

10.1177/1359105314567910

PMID

25673373

Abstract

A total of 120 18- to 56-year-olds, divided into six groups containing equal numbers of men and women, were shown a textual message and associated photograph featuring alcohol-related behaviour. Subsequently, questions were answered about intentions to reduce consumption, to drink moderately and how positive and negative the messages made participants feel. Loss-framed messages, in particular those featuring health-related disgust, were the most effective for increasing intentions to reduce alcohol intake. In conclusion, studies have over-focused on fear-loss frames, neglecting the utility of disgust-loss frames in health messages. This study suggests that disgust-loss frames deserve equivalent attention.

Language: en