Message framing and physical activity: One size fits all versus a tailored approach

dc.contributor.advisor SPYRIDOULA VAZOU
dc.contributor.author Mantis, Konstantinos
dc.contributor.department Department of Kinesiology
dc.date 2018-08-11T07:07:08.000
dc.date.accessioned 2020-06-30T03:03:21Z
dc.date.available 2020-06-30T03:03:21Z
dc.date.copyright Sun Jan 01 00:00:00 UTC 2017
dc.date.embargo 2001-01-01
dc.date.issued 2017-01-01
dc.description.abstract <p>Message framing (i.e., emphasis on gains or losses) is a communication strategy that has been used to promote physical activity (PA). Previous research has led to inconsistent results regarding the persuasive effect of gains and losses. The purpose of this dissertation was to explore whether a fit between message content and individuals’ motivational orientation improves the effectiveness of messages. Undergraduate students participated in studies via the Department of Psychology SONA system. Study 1 (n = 441) tested whether a fit between Frame (gains, losses), Regulatory Focus (promoters, preventers), and Message Valence (positive, negative, mixed) improves the persuasiveness of PA messages. Study 2 (n = 449) explored the effect of gains / losses by using different probability sizes.</p> <p>Study 1 revealed a three-way interaction on attitude, F(2, 428) = 5.25, p = .006, partial η2 = .024. Gains / losses worked better for promoters / preventers, respectively, when exposed to mixed content. Study 2 disclosed a main effect for Frame, F(1, 436) = 6.57, p = .011, partial η2 = .015, with losses being more effective on vigorous-intensity PA (VPA) intention; a main effect for Magnitude on moderate-intensity PA intention scores, F(2, 436) = 4.27, p = .015, partial η2 = .019, with an emphasis on 10 vs. 15% being more persuasive, followed by 5 vs. 10%, and 15 vs. 20%; and a Focus x Magnitude x Frame interaction on VPA intention, F(2, 436) = 4.13, p = .017, partial η2 = .019, with losses being more effective for promoters when exposed to small (5 vs. 10%) and big probabilities (15 vs. 20%), and more effective for preventers when exposed to medium (10 vs. 15%) and big probabilities (15 vs. 20%). These results indicate that customized messages can improve the effectiveness of mass media campaigns that disseminate the PA guidelines, which in turn can improve other sectors of the National Physical Activity Plan (e.g., Healthcare, etc.).</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/etd/15361/
dc.identifier.articleid 6368
dc.identifier.contextkey 11051312
dc.identifier.doi https://doi.org/10.31274/etd-180810-4988
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/15361
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/29544
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/etd/15361/Mantis_iastate_0097E_15801.pdf|||Fri Jan 14 20:39:48 UTC 2022
dc.subject.disciplines Kinesiology
dc.subject.disciplines Psychology
dc.subject.keywords gains
dc.subject.keywords losses
dc.subject.keywords message framing
dc.subject.keywords operant conditioning theory
dc.subject.keywords physical activity
dc.subject.keywords prospect theory
dc.title Message framing and physical activity: One size fits all versus a tailored approach
dc.type dissertation
dc.type.genre dissertation
dspace.entity.type Publication
relation.isOrgUnitOfPublication f7b0f2ca-8e43-4084-8a10-75f62e5199dd
thesis.degree.discipline Kinesiology
thesis.degree.level dissertation
thesis.degree.name Doctor of Philosophy
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