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

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.