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NAQC Newsroom: Research

Identifying Framed Messages in the New York State Smokers' Quitline Materials

Friday, April 30, 2010  
The identification of framed messages in the New York State Smokers' Quitline materials.
Latimer AE, Green KE, Schmid K, Tomasone J, Abrams S, Cummings KM, Celestino P, Salovey P, Seshadri S, Toll BA. Health Educ Res. 2010 Feb;25(1):54-60. Epub 2009 Aug 5.

This study examined message framing (gain framed or loss framed) in telephone counseling sessions with smokers calling the New York State Smokers’ Quitline. According to prior studies, messages about smoking cessation are most persuasive when framed in terms of the potential benefits of quitting (gain-framed) than when framed in terms of the potential costs of not quitting (loss-framed). Of the 997 print messages evaluated, 21.6% were gain-framed, 13.8% were loss-framed and 64.6% were non-framed. For the counseling calls, of the 420 information provision messages, 10.2% were gain-framed, 1.7% were loss-framed and 88.1% were non-framed. The authors conclude that the loss-framed and non-framed messages indicate missed opportunities for providing gain-framed messages within the Quitline services, thus emphasizing a possible gap between research and practice.

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