Abstract
Previous research has demonstrated that gain-framed messages are more effective at promoting physical activity (PA). However the mechanism through which this effect occurs is unclear. The current study examined the effects of message framing on attention, attitudes, recall, decision to be active and behaviour as well as the mediating effects of these variables on the frame-behaviour relationship in accordance with the communication-behaviour change model (McGuire,1989). Sixty moderately active women, aged 18-35 viewed 20 gain- or loss- framed ads and 5 control ads while their eye movements were recorded via eye tracking. Attitudes towards PA, message recall, decision to become active and PA behaviour during an acute bout of exercise was measured immediately following ad exposure. Self-reported PA was measured one week later. Univariate ANOVAs, ANCOVAs and logistic regressions were conducted. The gain-framed ads attracted greater attention, ps>0.05, produced more positive attitudes, p=0.06, were better recalled, p>0.001, influenced decisions to be active, p=0.07, and had an immediate and delayed impact on behaviour, ps<0.05, compared to the loss-framed messages. However, mediation analyses, using Sobel tests, failed to reveal any significant effects suggesting that alternate mechanisms may be influencing framing effects on behaviour. This study demonstrates the effects of framed messages on several novel outcomes; however the mechanisms underlying these effects remain unclear.Acknowledgments: Social Sciences and Humanities Research Council, Canada Research Chairs Program