| Current public health smoking cessation messages are often loss-framed; for example, cigarette package warnings emphasize costs of smoking. Principles of the transtheoretical model and prospect theory were used to investigate whether gain-framed messages, which emphasize the benefits of quitting, might be an effective alternative. Smokers (N = 162) in precontemplation, contemplation, preparation, and action stages of change were assigned randomly to either a loss- or gain-framed print message condition. Self-report questionnaires were used to assess stage, decisional balance, and self-efficacy prior to and following message exposure. Attention and receptivity to the messages were also assessed. Results showed that smokers are more attentive and receptive to gain-framed messages. Receptivity also depends on stage. Precontemplators are less receptive than smokers in contemplation, preparation, or action to loss- and gain-framed messages. Neither attention nor receptivity impact stage movement, decisional balance, or self-efficacy. |
