Message framing effects on food consumption: A social marketing perspective

Abstract

Across two studies, this research examines the effects of positive versus negative framing of health messages on food consumption, in the relatively short and long run. Specifically, it studies the effects of multiple exposures to health messages over time (Study 1), using daily food consumption diary data. It replicates and extends those findings in a cross-sectional, single exposure setting to tease out the individual effects of positive and negative framing with consumption intentions as the dependent variable (Study 2). With this combination of an externally and internally valid setup, our research provides robust evidence of the associations of message effectiveness and behavioral outco..