Reducing alcohol consumption: the influence of message frame, temporal context and autonomy

Background: Health messages can be used to persuade people to follow behavioural recommendations. The framing of information in health messages needs to be carefully considered, however. This study examined how level of autonomy moderated the effect of gain- and loss-framed messages about the short- vs. long-term consequences of alcohol use. Methods: At Time 1, participants (N = 335) completed demographic variables and a measure of autonomy. At Time 2, participants reported baseline alcohol use and read a gain-framed or loss-framed health message which highlighted either short-term or long-term outcomes. Alcohol consumption was reported 7-days later. Findings: The results showed a significant three-way interaction between message framing, temporal framing, and autonomy. For low-autonomy individuals, the loss-framed health message was associated with lower levels of alcohol consumption than was the gain-framed message, but only if the short-term outcomes were conveyed. Discussion: The interaction between message framing and temporal framing may depend on the recipient’s level of autonomy, which has implications for health promotion and the construction of effective health communication.