Framing: Equivalency

Document Type

Article

Publication Date

1-1-2022

Abstract

This entry provides a brief review of the research on equivalence framing in health communication and persuasive message design. It introduces the origin of this concept - the prospect theory in decision research, the proposed psychological mechanisms underlying the relative effectiveness of gain-loss frames, and the frequently studied moderators for framing effects including the desirability of end-states, regulatory focus, motivational systems, behavior type, and issue involvement. Equivalence framing offers a valuable tool for researchers to examine how message features influence message compliance and health behavior change. This line of research, however, has also received critiques due to several conceptual and operational shifts as it has been applied to health communication and persuasion. Nabi's emotional perspective and Nan's integrative framework provide conceptual maps for future investigations to better understand the psychological mechanisms and the situational conditions of framing effects.

Publication Source (Journal or Book title)

International Encyclopedia of Health Communication

First Page

1

Last Page

6

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