The Gain/Loss Frame Construct says certain audience respond better to gain-frame messages and certain audiences respond better to loss-frame messages.
In a gain frame message, good things will happen or bad things will not happen if you engage in behavior X.
In a loss frame message, good things will not happen or bad things will happen if you engage in behavior X.
Examples of gain-frame messages:
You will lose weight if you stop eating dessert every night.
If you start moving more, you will decrease your risk of heart disease.
Examples of loss-frame messages:
If you continue eating dessert every night, you will not lose weight.
If you don't start moving more, your risk of heart disease will increase.
We consider gain and loss frames when we are crafting health messages for our clients. For example, if we were building a social media campaign, a text messaging program, or an informational brochure, we might do tests to figure out which type of framing worked best before publishing.
Click here or watch the video below to learn more.
CDCHealthCommWorks. Framing: Gain or Loss Frame (Message Tactic) [YouTubeVideo]. 2012. Accessed July 2, 2016.
Cornell Food and Brand Lab. Which Health Messages Work [YouTube Video]. 2015. Accessed July 1, 2016.
Updegraff J. Rothman A. Salovey P. Using Message Framing to Promote Healthful Behaviors: An Update. website. http://updegrafflab.org/files/3113/3889/7925/URS-12.pdf. Accessed July 1, 2016.
Rothman, A. J., Bartels, R. D., Wlaschin, J. and Salovey, P. (2006), The Strategic Use of Gain- and Loss-Framed Messages to Promote Healthy Behavior: How Theory Can Inform Practice. Journal of Communication, 56: S202–S220. doi: 10.1111/j.1460-2466.2006.00290.x Accessed July 1, 2016.