Healthy Choices in Context: How Contextual Cues Can Influence the Persuasiveness of Framed Health Messages

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Todd McElroy Ph.D. (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: Research has shown that framing messages in terms of benefits or detriments can have a substantial influence on intended behavior. For prevention behaviors, positively framed messages have been found to elicit stronger behavioral intentions than negatively framed messages. Research also seems to indicate that certain contextual features contribute to the persuasiveness of a message. In the present research we test how message framing, contextually presented affect and the number of argument factors interact and contribute to the persuasiveness of a health related message. Consistent with our hypothesis, we found that, in our prevention focused task, increasing the number of arguments increased behavioral intentions (BI) for positively framed messages when subjects were cued, via negative affect, to be attentive to the message. This resulted in a significant framing effect for messages with the maximum number of arguments and a negative background picture. An account of contextual influence in persuasive health messages is discussed.

Additional Information

McCormick, M., & McElroy, T. (2009). Healthy choices in context: How contextual cues can influence the persuasiveness of framed health messages. Judgment and Decision Making, 4(3): 248-255. (April 2009) Published by the Society for Judgment and Decision Making (ISSN: 1930-2975).
Language: English
Date: 2009

Email this document to