Body consciousness moderates the effect of message framing on intentions to use sunscreen.

This source preferred by Kevin Thomas

Authors: Hevey, D., Thomas, K., Pertl, M., Ni Chuinneagain, S., Maher, L. and Craig, A.

Journal: Journal of Health Psychology

Volume: 15

Pages: 553-559

ISSN: 1359-1053

DOI: 10.1177/1359105309355335

The objective of this study was to investigate the impact of messages differing in focus (health vs appearance) and frame (gain vs loss) on intentions for sunscreen use and sunbed use, and the potential moderating role of body consciousness. Questionnaire data from 390 young adults were analysed using factorial ANOVA. Results showed a significant interaction between message frame and body consciousness, such that gain-framed health or appearance messages had the strongest effect on sunscreen use intentions for those high in body consciousness, compared to those low in body consciousness. We conclude that message framing effects on precautionary sun behaviour intentions are moderated by body consciousness.

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