Nicole A. Katulak

Promoting participation in physical activity using framed messages: an application of prospect theory.

OBJECTIVES Messages designed to motivate participation in physical activity usually emphasize the benefits of physical activity (gain-framed) as well as the costs of inactivity (loss-framed). The framing implications of prospect theory suggest that the effectiveness of these messages could be enhanced by providing gain-framed information only. We compared the effectiveness of gain-, loss-, and mixed-framed messages for promoting moderate to vigorous physical activity. DESIGN Randomized trial. METHOD Sedentary, healthy callers to the US National Cancer Institutes Cancer Information Service (N=322) received gain-, loss-, or mixed-framed messages on three occasions (baseline, Week 1, and Week 5). Social cognitive variables and self-reported physical activity were assessed at baseline, Week 2, and Week 9. Separate regression analyses were conducted to examine message effects at each assessment point. RESULTS At Week 2, gain- and mixed-framed messages resulted in stronger intentions and greater self-efficacy than loss-framed messages. At Week 9, gain-framed messages resulted in greater physical activity participation than loss- or mixed-framed messages. Social cognitive variables at Week 2 did not mediate the Week 9 framing effects on physical activity participation. CONCLUSIONS Using gain-framed messages exclusively may be a means of increasing the efficacy of physical activity materials.

Comparing Gain-and Loss-Framed Messages for Smoking Cessation With Sustained-Release Bupropion : A Randomized Controlled Trial

Prospect theory suggests that because smoking cessation is a prevention behavior with a fairly certain outcome, gain-framed messages will be more persuasive than loss-framed messages when attempting to encourage smoking cessation. To test this hypothesis, the authors randomly assigned participants (N=258) in a clinical trial to either a gain- or loss-framed condition, in which they received factually equivalent video and printed messages encouraging smoking cessation that emphasized either the benefits of quitting (gains) or the costs of continuing to smoke (losses), respectively. All participants received open label sustained-release bupropion (300 mg/day) for 7 weeks. In the intent-to-treat analysis, the difference between the experimental groups by either point prevalence or continuous abstinence was not statistically significant. Among 170 treatment completers, however, a significantly higher proportion of participants were continuously abstinent in the gain-framed condition as compared with the loss-framed condition. These data suggest that gain-framed messages may be more persuasive than loss-framed messages in promoting early success in smoking cessation for participants who are engaged in treatment.

Motivating Cancer Prevention and Early Detection Behaviors Using Psychologically Tailored Messages

ABSTRACT Tailoring health messages to make them salient to recipients is a strategy to motivate cancer prevention and early detection behaviors. Various tactics can be used to tailor health materials; our approach involves tailoring messages to individual differences in the psychological processes by which people understand health information. To summarize our tailoring approach, we review findings from six field experiments (four published, two pending publication) conducted in collaboration with the National Cancer Institutes (NCIs) Cancer Information Service (CIS) examining the utility of psychologically tailored messages. Messages were tailored to individual variability in the following: (a) need for cognition, (b) monitor/blunting coping style, (c) health locus of control, and (d) regulatory focus. Collectively, the findings suggest that, as hypothesized, messages congruent with the recipients’ psychological style of health information processing (i.e., matched messages) are more persuasive in promoting screening mammography and fruit and vegetable consumption than mismatched messages. This line of research provides evidence for the utility of psychological tailoring as a health communication strategy and direction for developing effective health messages in a variety of settings.

Validation of a scale for the assessment of food cravings among smokers

Weight gain associated with smoking cessation impedes attempts to quit smoking and may lead to obesity. One factor that might contribute to weight gain is cravings for sweet or rich foods. To date, no reliable measure exists for evaluating these cravings. The purpose of the current study was to validate an assessment of craving for sweet or rich foods for use among smokers. With a sample of 385 smokers enrolled in a clinical trial for smoking cessation, the study examined the factor structure, internal consistency, and convergent and predictive validity of the Questionnaire on Craving for Sweet or Rich Foods (QCSRF). A two-factor model best represented the data. Factor 1 contained six items assessing perceptions about the ability of sweet or rich foods to relieve negative affect and about self-control over eating. Factor 2 contained three items assessing the intensity of cravings. Both factors demonstrated high internal consistency and good convergent and predictive validity. These results suggest the QCSRF is a reliable and valid measure for examining cravings for sweet or rich foods among smokers.