Issue Involvement Moderates the Effect of Gain- and Loss-Framed Messages on Mothers’ Intentions to Give 5 Portions of Fruits and Vegetables to Their Children Every Day

Abstract

Research suggests that issue involvement moderates the efficacy of gain and loss frames, yet the extent to which this is true across behaviors and contexts is an open question. In this study, I examined the moderating role of issue involvement in the context of fruit and vegetable intake in Lima, Peru. Only 11.3% of the Peruvian population 15 years old or older consume five servings of fruits and vegetables every day, even though this health behavior prevents the onset of chronic diseases, including diabetes and hypertension. Guided by the Reasoned Action Approach and research about the effects of gain and loss frames, I conducted an experiment (N=253, three conditions: gain-framed messages condition; loss-framed messages condition; and no-message, control condition) to assess the effect of gain- and loss-framed messages on mothers’ intentions to increase fruits and vegetables consumption among their 1- to 5-year-old children in Lima. Results indicated that mothers who saw gain-framed messages reported greater intentions than those who did not see any messages (control condition). However, issue involvement moderated the effect of gain frames, such that mothers low in issue involvement reported greater intentions after seeing the gain-framed messages. Theoretical and practical implications are discussed.

Acknowledgments

The author thanks Instituto de Investigación Científica of Universidad de Lima for the overall sponsorship of the project and Ashley Sanders-Jackson for her advice during the research process. This article was part of the project ‘Promoviendo la alimentación saludable con mamás mediante la comunicación’ of Instituto de Investigación Científica (IDIC) of Universidad de Lima.

Disclosure statement

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

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/10810730.2023.2287649.

Additional information

Funding

The work was supported by the Universidad de Lima.