Accentuate the Positive: Elderly Responses to Health Communications

Abstract

Elderly responses to differentially framed health communications are the focus of this research. Systematic processing deficiencies imposed by the aging process are suggested to contribute to elderly preference for positively framed advocacies. Health motivation, health knowledge, and health efficacy are proposed to enhance the facilitative effects of positive framing on elderly adoption of healthy behaviors. A significant interaction between age and framing as well as significant influence of health motivation, health knowledge, and health efficacy on the persuasiveness of positively framed advocacies lend support to the arguments. Implications for research on aging and public policy conclude the paper.