Background/Purpose: According to prospect theory, gain-framed are more effective than loss-framed messages for promoting non-risky health behaviors such as physical activity (PA). Considering the age-related positivity effects, framing effects may be stronger among older adults. However, it may not equally apply to women, as being attentive to negative information is advantageous in maintaining relationship harmony. Effects may also be stronger for people with less perceived risks associated with PA, because it strengthens the non-risky nature of PA. This study examined whether age, gender, and perceived risks moderate framing effects.
Method: Participants included 103 older (aged ≥60) and 114 younger (aged 18-35) Chinese adults with weekly moderate-to-vigorous PA of less than 150 minutes (67% were women). After completing a questionnaire, participants were randomly assigned to read either gain-framed or loss-framed PA promotion messages and then wear an accelerometer to record their PA for 2 weeks.
Analysis/Results: Controlling for demographic factors and baseline self-report PA, the age-by-gender-by-frame interaction predicted the objectively measured PA (β=-.40, p<.05) in a regression analysis, indicating framing effects were only apparent among older men. The frame-by-risks interaction was non-significant.
Conclusions: Although findings supported framing effects were the strongest among older men, the lack of effects in other groups was inconsistent with the literature. People in collective cultures may be more attentive to negative information. Besides, the messages might not successfully catch the attention of younger adults. Because the PA messages only focus on benefits, perceived risks may not become cognitively accessible when processing the promotion messages.