The effectiveness of gain-framed messages for encouraging disease prevention behavior: is all hope lost?

J Health Commun. Oct-Nov 2007;12(7):645-9. doi: 10.1080/10810730701619695.


This commentary is a response to O'Keefe and Jensen's (2007/this issue) meta-analysis of the persuasive effects of gain- and loss-framed messages encouraging disease prevention behaviors. We suggest that the future of message framing is promising with newly emerging approaches to increasing message effectiveness.

Publication types

  • Comment

MeSH terms

  • Health Behavior
  • Health Promotion / methods*
  • Humans
  • Motivation
  • Patient Compliance / psychology
  • Persuasive Communication*
  • Primary Prevention / methods*
  • Social Marketing*