Designing messages for fluorosis mitigation behavior change: Role of message framing and perceived risk. Issue 4 (2nd October 2018)

• Record Type: Journal Article
• Authors: Mohanty, Nilamadhab; Biswas, Saswata N.; Mishra, Debiprasad; Modi, Pratik
• Is Part Of: Health marketing quarterly. Volume 35:Issue 4(2018)
• Page Start: 280
• Page End: 297
• Publication Date: 2018-10-02
• Subjects: Behavior change communication -- fluorosis mitigation -- message framing -- risk perceptions; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2018.1524596
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: This article describes the research to develop message for fluorosis behavior change communication campaign. Using a posttest only with control experiment the study investigates the impact of perceived risk associated with advocated behavior (RISK-AB) and perceived risk associated with existing behavior (RISK-EB) on the effectiveness of framed fluorosis messages. Findings suggest that positive-frame is more appropriate when RISK-AB is high and RISK-EB is low or RISK-AB is low and RISK-EB is high or both RISK-AB and RISK-EB are low. And negative-frame is more persuasive when both RISK-AB and RISK-EB are high. Marketing implications are discussed.