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Abstract
This study investigated the joint effect of message framing and time perspective in adherence-promoting communication targeting patients with chronic diseases. Based on previous framing and time perspective research, it was hypothesized that the gain frame would show an advantage over the loss frame among future-oriented patients; for present-oriented patients, it was hypothesized that the framing effect would be relatively indistinct. In total, 1,108 currently nonadherent patients with chronic disease participated in an experiment where they were randomly assigned to either gain- or loss-framed messages addressing key beliefs underlying their nonadherence or a no-message control condition. Intention and attitude regarding future adherence as well as message perceptions were measured after message presentation. Results of this study generally supported the hypotheses. Message topics—whether the messages addressed patients' perceived need for medications or concerns about side effects—did not moderate the effect of framing or the interaction between framing and time perspective. Theoretical and practical implications are discussed.
ACKNOWLEDGMENT
Funding for this research was provided by Merck and Co., Inc.