Abstract
This study focuses on self-efficacy as a potential moderator of the effects of gain- and loss-framed health messages. Undergraduate students (N = 124) received a gain- or loss-framed message about consuming ecological meat. The data revealed that for participants high in self-efficacy, the gain-framed message resulted in consuming more ecological meat than the loss-framed message. Moreover it was found that – within the gain-frame condition – participants low in self-efficacy scored higher on measures of defensive processing than participants high in self-efficacy. This study provides further evidence for the role of self-efficacy as a potential moderator of the effects of framed health messages
Original language | English |
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Pages (from-to) | 199-207 |
Journal | Journal of Health Psychology |
Volume | 16 |
Issue number | 2 |
DOIs | |
Publication status | Published - 2011 |
Keywords
- fear appeals
- planned behavior
- psychology
- motivation
- women