Sport gain-framed messages, possible selves, and their effects on adults’ interest, intentions, and decision to register in sport

Abstract

This longitudinal randomised study compared gain-framed messages to a comparison condition for effects on intentions to do sport, requests for newsletters describing adult sport opportunities, and sport registration in middle-aged adults. An a posteriori objective was to determine whether greater effects resulted from a possible self-protocol paired with each condition, compared to gain-framed and comparison conditions alone. Analysis of covariance and regression analyses showed gain-framed messages positively influenced intentions, newsletter requests, and registration, with greatest results among participants elaborating upon hoped-for sport selves immediately after message exposure. Results suggest the utility of pairing gain-framed messages with a possible self protocol.

Keywords:

• message framing
• messaging
• adult
• sport
• possible selves

Acknowledgements

The authors would like to thank Drs Michelle S. Fortier and Martine Lagacé for their help in the development of the study and for their helpful critiques of an earlier version of this manuscript.