Utilizing Framing Theory to Design More Effective Health Messages about Tanning Behavior among College Women

Bibliographic Data

ID21633490
AuthorsOlivia M Bullock (0000-0001-5403-7149, School of Communication, Ohio State University, Columbus, Ohio, USA, corresponding author), H C Shulman (0000-0001-7525-8119, School of Communication, Ohio State University, Columbus, Ohio, USA)
Year2021
Volume72
Issue3
Pages319-332
Publication date2021-05-04
Open AccessYes
TypeARTICLE
VenueCommunication Studies (JOURNAL)
Journal identifiersISSN: 1051-0974 • E-ISSN: 1745-1035
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10510974.2021.1899007
OpenAlexW3137518752
LanguageEN
Citations received16
References cited39

Rates of skin cancer among young women are increasing and most cases are associated with tanning behavior. In health communication, scholars and practitioners use framing as a strategy to design persuasive messages. In this experiment, we advance framing research by testing a serial model of framing theory in the context of outdoor tanning behavior among collegiate women. We designed two message frames, language difficulty, and message relevance, to target accessibility and applicability, two mechanisms within framing theory. We deployed these frames in a 2 × 2 experimental design and found that message frames that promoted accessibility and applicability significantly increased perceptions of severity, susceptibility, and reduced behavioral intentions to tan. Our results support framing theory and provide practical implications for message designers who use frames to inform and persuade

Cognitive psychology · Framing effect · Health communication · Perception · Persuasion · Relational frame theory · Behavioral Health and Interventions · Communication · Consumer Behavior in Brand Consumption and Identification · Engineering · Media Influence and Health · Psychology · Social Psychology

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