Message-Framing Effects on Indian Females' Mammography-Screening Intentions: Examining Moderating and Mediating Relationships
This study explored how distinct intervening factors explain the impact of messageframing appeals on Indian females' mammography-screening intentions. Contrary to prior investigations of early detection behavior, gain-framed messages were more effective at promoting mammography-screening intentions than loss-framed messages. Furthermore, results indicated that varying levels of need for cognition did not impact when gain- or loss-framed appeals were more effective, but rather how framing influenced message responses as well as message judgments. In particular, at high levels of need for cognition, gain-framed messages generated greater message attention and perceived message value than loss-framed appeals. Importantly, the findings from mediation tests revealed distinct pathways whereby both gain- and loss-framed messages indirectly influenced mammography-screening intentions. Specifically, gainframed messages were perceived as having greater credibility and loss-framed messages induced more personal worry.
MSU Digital Commons Citation
Mckinley, Christopher; Limbu, Yam; and Jayachandran, C, "Message-Framing Effects on Indian Females' Mammography-Screening Intentions: Examining Moderating and Mediating Relationships" (2017). Department of Marketing Faculty Scholarship and Creative Works. 215.