Gain Framing

"Gain-framed messages are more likely to have a positive impact on attitudes toward activities that target prevention, whether primary or secondary, and are low risk (ie, the only thing risky about them is not engaging in them), such as sunscreen use and smoking cessation."

Jenssen BP, Buttenheim AM, Fiks AG. Using Behavioral Economics to Encourage Parent Behavior Change: Opportunities to Improve Clinical Effectiveness. Acad Pediatr. 2019 Jan-Feb;19(1):4-10. doi: 10.1016/j.acap.2018.08.010. Epub 2018 Aug 30. PMID: 30172918; PMCID: PMC6644058.

Mavandadi, S., Wright, E., Klaus, J., & Oslin, D. (2018). Message Framing and Engagement in Specialty Mental Health Care: A Follow-up Analysis. Psychiatric Services, 69(10), 1109–1112. https://doi.org/10.1176/appi.ps.201800056
Zhang, W., Ye, X., Shen, T. and Zhao, F. (2025), Effectiveness of Message Framing Interventions on Improving Health Outcomes for Individuals in Diabetes Health Education Communication: A Systematic Review. Public Health Nurs, 42: e13423. https://doi.org/10.1111/phn.13423

"Gain-framed messages are more likely to have a positive impact on attitudes toward activities that target prevention, whether primary or secondary, and are low risk (ie, the only thing risky about them is not engaging in them), such as sunscreen use and smoking cessation."

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