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Garcia-Retamero & Cokely, 2011: Graphically depicting messages, more than framing them as gains or losses, increased sexual-preventative and illness-detecting behaviors among undergraduates

Reference:

Garcia-Retamero, R., & Cokely, E. T. (2011). Effective communication of risks to young adults: Using message framing and visual aids to increase condom use and STD screening. Journal of Experimental Psychology: Applied, 17(3), 270.
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Summary:

Sexually active undergraduates read a brochure about sexually transmitted diseases. Following prospect theory, the authors hypothesized that (1) emphasizing gains rather than losses in describing a prevention behavior (condom use; e.g., “using condoms reduce[s] the chance of…contracting STDs” versus “not using condoms increase[s] the chance of…contracting a STD”) would promote compliance but (2) that emphasizing losses rather than gains in describing a detection behavior (screening; e.g., “not conducting screening reduce[s] the chance of receiving effective treatment” versus “screening increase[s] the chance of receiving an effective treatment”) would promote compliance. This was the case. Whereas ~65% of participants reported using condoms in every sexual encounter in the next six weeks in the gain-frame condition, only ~35% in the loss-frame condition did. For reports of making a screening appointment with a doctor, these numbers reversed. However, when the brochure included graphics depicting risk information, compliance rates were high overall and gain/loss framing did not matter.

Psychological Process:

What Desired Meaning is At Stake?

What is the Person Trying to Understand?

Selves (My Own and Others')

Approach to Desired Meaning

What about it?

Changing beliefs about goals

Psychological Process 2:

Need

What is the Person Trying to Understand?

What Desired Meaning is At Stake?

What Desired Meaning is At Stake?

What About it?

Approach to Desired Meaning

Approach to Desired Meaning

How?

Psychological Question Addressed

Psychological Question Addressed

Psychological Question Addressed

Psychological Process 3:

Need

What Desired Meaning is At Stake?

Approach to Desired Meaning

How?

Psychological Question Addressed

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Intervention Technique:

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Posted By:

Walton & Wilson, 2018