The effect of temporal context in promoting the use of READY among young adults

The primary aim of the current study was to compare the effectiveness of long-term versus short-term outcome (temporal context) messages to persuade young adults to use a couple relationship education program called READY. Additionally, the current study also explored the influence of participants’ risk level (towards problematic relationship)and message framing (gain- or loss-) as moderators of temporal context in the promotion of READY. One hundred fifty-six university students were randomly assigned to view either gain-framed short-term outcomes message, loss-framed short-term outcomes message, gain-framed long-term outcomes message or loss-framed long-term outcomes message. Participants’ intention to complete READY was measured before and after the exposure of persuasive messages. The primary hypothesis was that short-term outcome message would be more effective than long-term outcome message in increasing participants’ intention. Contrary to the prediction, results revealed that short-term outcome message was not more effective than long-term outcome message in promoting behavioural intention. Besides, there was neither moderating effect of risk level nor message framing. However, long-term outcome message was consistently found to decrease participants’ intention, it is suggested that long-term outcome message is not a good persuasive tool to promote the use of READY.