The purpose of this study is to explore gain and loss framed messages in shaping consumer’s perceptions of eco-friendly activities. In promoting eco-friendly behaviours, the efficacy of gain and loss-framed messages remains a topic of keen interest. Using qualitative methods, this study explores the nuances of how such messages influence consumer perceptions. Semi-structured interviews were conducted, offering a flexible yet structured approach to data collection. Thematic analysis was used to unravel recurring patterns and insights, revealing the motivational impact and emotional resonance of these messages. The findings underscore the significance of well-crafted gain and loss-framed messages in motivating eco-friendly behaviours. By striking a balance between positive and negative emotional appeals and offering actionable solutions, effective communication strategies can engage individuals and drive meaningful change. Nonetheless, continual evaluation and refinement of these strategies are imperative to address evolving societal attitudes and environmental challenges.

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The purpose of this qualitative study was to explore and describe how the developmental asset framework could be used to conceptualise HIV/AIDS message framing. LoveLife media messages (as gain-framed HIV/AIDS prevention messages) were purposefully sampled. Qualitative content analysis allowed loveLife media messages to be analysed through coding, categorisation and memoing. The analysis process revealed core values and developmental assets portrayed in gain-framed HIV/AIDS prevention messages. Core values identified included, love, respect (portrayed least), dignity (portrayed most) and responsibility. Internal assets identified included, achievement motivation, school engagement, responsibility, integrity, restraint, honesty, planning and decision making, resistant skills, personal power, sense of purpose, self-esteem and positive view of personal future., External assets identified included, family support and positive family communication. Responsibility and personal power, were portrayed most and honesty together with family support, and positive family communication, least. Broadcast messages portrayed the most developmental assets and outdoor messages the least. Correlations were found between core values love, dignity, and responsibility, and the identified developmental assets. Insight was gained into three potential roles developmental assets could play in framing HIV/AIDS prevention messages. Firstly, developmental assets could serve as a source of enablement to make youth aware of strengths they could utilise to foster well-being. Secondly, developmental assets could direct incorporation of positive psychology principles in designing HIV/AIDS prevention messages. Lastly, the study revealed that the developmental asset framework could be used in conjunction with the theory of message framing in designing HIV/AIDS prevention messages. / Dissertation (MEd)--University of Pretoria, 2010. / Educational Psychology / unrestricted