THE IMPACT OF SEX-RELATED HEALTHCARE MESSAGE FRAMING IN DIABETES MELLITUS TYPE 2 PREVENTION ON ATTITUDES AND INTENTIONS.

This study investigates the effect of message framing (gainframed vs. loss-framed) on consumers' attitudes and intentions toward DM2 prevention. It focuses on messages that highlight why, rather than how, to prevent DM2 emphasizing sex-related complications. Furthermore, it samples people who have not yet developed diabetes, thereby examining the effect of message framing on DM2 prevention, rather than on DM2 complication prevention. It also takes potential gender differences into account when the messages target subjects' own versus the opposite gender. The results reveal that messages that highlight consequences of ignoring DM2 prevention (i.e., loss-framed messages) are more effective than messages that highlight advantages of preventing DM2 (i.e., gainframed messages). Perceived fear was found to constitute the underlying reason for this relationship. The results reveal further a gender effect such that female vs. male consumers have more favorable attitudes and stronger DM2 prevention intensions than men. The findings of this study suggest that healthcare marketers use messages that focus on sex-related negative consequences and arouse some fear when promoting DM2 prevention. [ABSTRACT FROM AUTHOR]

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