The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies

Pragya Mathur, Shailendra Pratap Jain, Meng Hua Hsieh, Charles D. Lindsey, Durairaj Maheswaran

Research output: Contribution to journalArticlepeer-review

15 Scopus citations

Abstract

This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents' implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced by frame. However, entity theorists are message advocacy sensitive such that they are more persuaded by prevention than detection advocacies, regardless of the message frame. These results are robust for measured as well as manipulated implicit theories and for different health contexts.

Original languageEnglish (US)
Pages (from-to)141-151
Number of pages11
JournalOrganizational Behavior and Human Decision Processes
Volume122
Issue number2
DOIs
StatePublished - Nov 1 2013

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Organizational Behavior and Human Resource Management

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