Publication Details

This conference paper was originally published as Jones, SC, Message framing effects in exercise promotions: confounded by linguistic complexity?, in Rentschler, R and Hall, J, Proceedings of At the Threshold: 2nd Australasian Nonprofit and Social Marketing Conference, Deakin University, 22-23 September 2005.


Studies of framing effects on health-related intentions and behaviour have been conducted in numerous areas, with contradictory results. These inconsistent results can be partially explained by the differential nature of the behaviours concerned, and by the degree to which people engage in detailed processing of the messages, but there is clearly more to learn about framing effects. This study compared the effectiveness of the communication approaches inherent in the four-cell framing model towards adopting a health-enhancing behaviour (exercise). However we found an atheoretical interaction effect caused by the linguistic complexity of the messages.