Message-Framing Effects on Indian Females’ Mammography-Screening Intentions: Examining Moderating and Mediating Relationships

Abstract

This study explored how distinct intervening factors explain the impact of message-framing 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, gain-framed messages were perceived as having greater credibility and loss-framed messages induced more personal worry.