The study examines the effectiveness of message framing (gain versus loss) and message focus (health versus appearance) on smoking-related cognitions (e.g. intentions to quit). The study also explores the moderating effect of age in the impact of message framing on risk perceptions (perceived severity and susceptibility) towards smoking. Using a 2x2 between-group design, 251 smokers were recruited from the University of Nottingham. The results indicate that compared to health-focused, appearance-focused messages are more persuasive in communicating effective anti-smoking message to the smokers. Similarly, gain-framed messages had a greater impact on cognitions (intentions to quit) than loss-framed messages. Age had a significant effect on risk perceptions. Compared to older (>23 years), young (18-22 years) smokers showed greater risk perceptions after reading gain-framed messages.
The present investigation adds to the framing literature insofar as it explains that anti-smoking communication is more persuasive if it focuses on appearance concerns related to smoking.
