Adopting healthy behaviors is often influenced by message framing; gain-framed messages emphasize the benefits of engaging in a behavior, whereas loss-framed messages highlight the consequences of not engaging in a behavior. Gain-framed messages are particularly impactful for older adults, especially in the domain of exercise. We examined the effectiveness of gain-framed and loss-framed messages in recruiting older individuals to enroll in an exercise program. We mailed flyers to 126 participants assigned to a gain-framed or loss-framed condition and then called and asked them to rate their affective reactions to the flyer and enrollment interest. After the call, participants had the opportunity to contact us to enroll. Gain- versus loss-framing led to more positive affect toward the flyer, which predicted interest and enrollment. In a mediation model, frame indirectly influenced interest and enrollment via positive affect. Although message framing plays an indirect role in influencing behavior, affect plays a central role.
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