Lorella Lotto, Alessandra Tasso, Andrea Carnaghi, Rino Rumiati

Promoting mammography: Framing effect and salience of information

  • Abstract

Informations and abstract

Keywords: Mammography, frame, salience of information, personal relevance

Nowadays, mammography is the most effective early detection screening technique, yet it remains under-utilized despite its life-saving potential. This study compared the effectiveness of two differently framed messages to promote mammography, in a sample of women of 38-69 years old. The relation between frame (gain- vs. loss-framed messages) and salience of information has been investigated as a function of personal relevance. Participants' attitudes and intentions constituted the dependent variables. Results showed that loss-framed messages were more effective in the high salience condition, whereas gain-framed messages were more effective in the low salience condition. Personal relevance showed no significant effect.

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