Narrative and Framing: A Test of an Integrated Message Strategy in the Exercise Context

Abstract

Health communication interventions encouraging exercise may aid in mitigating the obesity crisis in the United States. Although much research has investigated behavioral predictors of exercise, little work has explored message characteristics most persuasive in the exercise context. The purpose of this study, therefore, was to test a message strategy drawing on previous work in health behavior theory combined with persuasion theories (exemplification theory and prospect theory) to encourage positive exercise attitudes, control beliefs, and intentions. The authors report the results of a controlled experiment testing messages using gain or loss frames and narrative or statistical evidence. Results indicate that gain-framed messages are significantly more successful in promoting positive exercise variables and are perceived as more effective than are loss-framed or control messages. The authors discuss the implications of the results for future research.

Notes

¹When we conducted the present study—in 2007 and early 2008—the nationally recommended levels of exercise included 20 min of vigorous activity, three times weekly (American College of Sports Medicine and the American Heart Association, 2007). National recommendations changed later in 2008, to 150 min of accumulated moderate to vigorous physical activity per week (U.S. Department of Health and Human Services, 2008).

*Significantly different from loss-framed conditions at p < .0001.