Does messaging matter? A registered report on appearance-versus health-based message framing in exercise appeals targeted towards women

Objective: Prospect theory proposes that message framing differentially impacts the likelihood of engaging in health-related behaviors. Specifically, gain-framed messages that highlight the benefits of engaging in a behavior are more effective at promoting preventative behaviors than loss-framed messages highlighting the costs associated with a lack of engagement. Research suggests that gain-framed messages may more successfully reduce psychological reactance compared to loss-framed messages, which in turn, may promote behavioral change. However, reactance as a mechanism has been largely overlooked in the literature and support for this hypothesis is mixed. These conflicting results may be due to additional factors, such as outcomes of the targeted behavior (health vs. appearance) and goal orientation. Therefore, the present study examined whether message framing (gain- vs. loss-framing) and the fit between a health message's outcomes of focus (i.e., health vs. appearance) and an individual's goal orientation predict psychological reactance, and in turn, cognitive and behavioral outcomes related to exercise. Design: This study employed a randomized trial with four experimental groups composed of insufficiently active women. Specifically, participants were randomized to view a loss- or gain-framed video emphasizing either health- or appearance-related outcomes. Results: Counter to expectations, there were no between-group differences on exercise-related attitudes and intentions immediately post-intervention, or self-reported behavior at 1-week post intervention. However, when health outcomes were emphasized, loss-framed messages generally elicited more reactivity than gain-framed messages. This finding was not replicated for the appearance conditions. Appearance messages also generally elicited more reactance than health messages. Meanwhile, reactance did not predict changes in exercise-related attitudes, intentions, or self-reported behavior, and the relationship between messaging content and reactance was generally not moderated by goal orientation. Conclusion: For young inactive women, receiving messages geared towards appearance-related risks of inactivity (e.g., weight gain) tended to produce more reactivity than messages geared towards health-related risks of inactivity (e.g., weakened immune system). However, this did not change exercise-related attitudes, intentions, or self-reported behaviors. Health gain-framed education regarding exercise may be an important part of a comprehensive intervention toolkit, but is likely not enough in and of itself to support or hinder exercise engagement, regardless of framing or emphasized outcomes.