Promoting fruit and vegetable consumption: the role of message framing and autonomy

OBJECTIVE: Previous studies have shown that gain-framed messages (vs. loss-framed messages) are more effective when advocating 'low-risk' prevention behaviours (e.g., diet, exercise, dental flossing) that minimize the risk of a health problem.The objective of the reported research was to explore whether autonomy moderated the effectiveness of gain-framed vs. loss-framed messages encouraging fruit and vegetable consumption. DESIGN: A prospective design was used for this study. METHOD: At time 1, participants (N = 177) completed a measure of autonomy and read either a gain-framed message (describing the benefits of fruit and vegetable consumption) or a loss-framed message (describing the disadvantages of not eating fruit and vegetables). At time 2, participants reported their fruit and vegetable consumption over the preceding 7 days. RESULTS: Autonomy moderated the effect of message framing. Gain-framed messages only prompted fruit and vegetable consumption amongst those with high levels of autonomy. CONCLUSION: The study identifies a key role for autonomy in shaping recipients' responses to framed messages promoting fruit and vegetable consumption. STATEMENT OF CONTRIBUTION: What is already known on this subject? Previous studies have shown that gain-framed messages (vs. loss framed messages) are more effective when advocating low-risk prevention behaviours (e.g., diet, exercise, dental flossing) that minimize the risk of a health problem. What does this study add? The current study is the first to demonstrate that the success of a gain-framed message to promote fruit and vegetable consumption is dependent on recipients' level of autonomy.