As the leading cause of death in the United States, coronary heart disease (CHD) is a growing public health problem, despite the fact that many risk factors for the disease are preventable, especially if addressed early in life. The purpose of the current study was to examine the effects of loss-framed versus gain-framed versus information-only health messages on both intention to attend and actual attendance at an appointment to get screened for CHD risk factors (i.e., hypertension, diabetes, and dyslipidemia). It was hypothesized that a population of young adults would be more likely to view screening for CHD risk factors as a low-risk, health-affirming behavior as opposed to a risky, illness-detecting behavior and would thus be more strongly influenced by gain-framed messages than loss-framed messages. Additional goals included the exploration of the extensively researched individual health beliefs of perceived threat (as defined by the health belief model) and health locus of control as they relate to message frames. One hundred forty-three undergraduate students were randomly assigned to either the loss-framed, gain-framed, or information-only control conditions. Framing manipulation checks revealed that participants failed to discern differences in the tone and emphasis of the experimental pamphlets. As a result, no tests of framing effects could be conducted. Sixteen (11.2%) of the 143 participants who participated in Part 1 of the experiment participated in Part 2 (i.e., attended a risk factor screening appointment). Multiple regression analysis revealed risk index, age, and powerful others health locus of control as significant predictors of screening intention. Gender was the only demographic or health related variable that was significantly related to screening outcome, such that women were more likely to get screened than men. Limitations and recommendations are discussed.

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.