Physical activity promotion: precise matching of message frames and affect types

Abstract

Objective

Matching between affect orientations and message frames have been shown to enhance the persuasiveness of health messages. Based on a two-dimensional regulatory model (direction: approach/avoidance, valence: appetitive/aversive), this study examined whether a precise matching between affect and message frame would enhance physical activity (PA) attitudes, intentions, and behaviours.

Design

Using a 2 (gain/loss frames) x 2 (positive/negative end-states) design, 147 college students were randomly assigned to one message-frame condition (gain-positive, gain-negative, loss-positive, or loss-negative). Four identified affect types (approach-positive, approach-negative, avoidance-positive, and avoidance-negative) were considered as matched, respectively, with the four message-frame conditions. The participants were subsequently grouped into fully-matched, direction-matched only, valence-matched only, or unmatched.

Main Outcome Measures

The immediate PA attitude and intention after the experiment and the PA attitudes, intentions, and behaviours at a two-week follow-up were reported.

Results

Post-manipulation and follow-up intentions were greater in the fully-matched as compared with the unmatched group. Follow-up physical activity was more in the valence-matched than the unmatched group. No other differences were found across the matching types.

Conclusion

Findings partially supported the importance of a precise matching between affect orientations and message frames. The affect types may characterize an individual’s sensitivity towards the corresponding regulatory information.

Keywords:

• Message framing
• affect
• matching
• physical activity
• intention
• attitude

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work described in this presentation was fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project No. CityU 11405714). The authors would like to thank Sitara Chandur Samtani for the editing support.