Approach/avoidance motivation, message framing and skin cancer prevention: A test of the congruency hypothesis

• Published in: Journal of health psychology Vol. 19; no. 8; pp. 1003 - 1012
• Main Authors: Hevey, David, Dolan, Michelle
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01-08-2014; Sage Publications
• Subjects: Adolescent; Adult; Avoidance Learning; Biological and medical sciences; Cancer; Dermatology; Female; Framing; Health care; Health Promotion - methods; Humans; Male; Medical sciences; Models, Theoretical; Motivation; Multiple tumors. Solid tumors. Tumors in childhood (general aspects); Persuasive Communication; Self Report; Skin; Skin Neoplasms - prevention & control; Tumors; Tumors of the skin and soft tissue. Premalignant lesions; Young Adult; Youth; skin cancer; congruency hypothesis; message framing; approach-avoidance motivation; Skin disease; Congruence; Malignant tumor; Skin cancer; Prevention; Motivation; Information layout; Avoidance; Public health; Cancer
• ISSN: 1359-1053; 1461-7277
• DOI: 10.1177/1359105313483154

The congruency hypothesis posits that approach-orientated individuals are persuaded to engage in prevention behaviours by positively framed messages; conversely, negatively framed messages are more persuasive in encouraging those who are avoidance-orientated. A 2 (frame: loss vs gain) × 2 (motivation: avoidance vs approach) design examined the effects of skin cancer information on sun-protective intentions and free sunscreen sample requests among 533 young adults. Gain-framed messages had the strongest effect on sun-protective intentions for approach-oriented individuals, whereas loss-framed messages had the strongest effect on avoidance-oriented individuals. Message framing effects on precautionary sun behaviour intentions were moderated by motivational differences.