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EMAC 2021 Annual Conference

The Use of Message Framing, Temporal Framing and Consequence Type to Increase Consumers’ Health Risk Perception

Published: May 25, 2021


Franziska Unger, Friedrich-Alexander-Universität Erlangen-Nürnberg; Martina Steul-Fischer, Friedrich-Alexander-Universität Erlangen-Nürnberg


Global health issues (e.g. obesity) motivate the investigation of antecedents of health risk perception, because increasing consumers’ risk perceptions lead to healthier behavior. We conducted two studies to investigate the impact of message framing (loss vs. gain), temporal framing (short-term vs. long-term) and consequence type (physical vs. social) on consumers’ health risk perception. The results show that loss-framed messages and the presentation of physical consequences increase health risk perception. A second study reveals an interaction effect between temporal framing and the presentation of physical vs. social consequences. Consumers’ health risk perception increases when presenting long-term physical (short-term social) consequences compared to long-term social (short-term physical) consequences. Our results present theoretical and managerial implications that are important to any publishers of health information (e.g. health insurance companies, governmental institutions).