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NAQC Newsroom: Research

The Influence of Smokers' Degree of Dependence on the Effectiveness of Message Framing

Wednesday, July 13, 2011  
Posted by: Natalia Gromov
Szklo AS, Coutinho ES. Addict Behav. 2010 Jun;35(6):620-4. Epub 2010 Feb 1.

This study examined differences between two different communication strategies (large posters in two different subway stations in Rio de Janeiro, Brazil) – one was gain-framed, and one was loss-framed. The posters contained images and text based on a central theme of "shortness of breath” and contained the Quitline number. Call rate differences were calculated. Results showed that light smokers exposed to the positive (gain-framed) message called 2.2 times more often than those exposed to the negative (loss-framed) message (p<0.001). No differences were observed among heavy smokers. The authors conclude that light smokers might be more effectively recruited to quitline treatment interventions by using short-term positive-content campaigns based on issues related to individuals' daily routine.

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