Scare an Optimist and Reassure a Pessimist: Message Frames Adjusted to Individual Coping Styles Enhance Breast Cancer Screening Participation

Laure Weckx, Katholieke University Leuven, Belgium
Anouk Festjens, Katholieke University Leuven, Belgium
Sabrina Bruyneel, Katholieke University Leuven, Belgium
We study (1) the relationship between individual coping styles and breast cancer screening participation, and (2) the impact of message frames adjusted to these coping styles on participation intentions. Women who are optimistic about the outcome of the screening benefit from scaring invitations, whereas anxious women benefit from reassuring invitations.
[ to cite ]:
Laure Weckx, Anouk Festjens, and Sabrina Bruyneel (2012) ,"Scare an Optimist and Reassure a Pessimist: Message Frames Adjusted to Individual Coping Styles Enhance Breast Cancer Screening Participation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1128-1128.