Probability Or Outcome - the Importance of Emphasis Framing in Healthcare Messages
Our research underscores the importance of emphasis framing in health communication by examining the competing role of two disease attributes (probability, outcome) for diseases associated with uncertainty. We recommend to policymakers that health messages should focus on the probability of contracting a disease to promote preventative health behaviors (e.g., vaccination).
Arslan Javed and Reetika Gupta (2021) ,"Probability Or Outcome - the Importance of Emphasis Framing in Healthcare Messages", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 932-932.
Arslan Javed, ESSEC Business School
Reetika Gupta, ESSEC Business School
NA - Advances in Consumer Research Volume 49 | 2021
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