Goal-Framing and Temporal-Framing: Effects on the Acceptance of Childhood Simple Obesity Prevention Messages among Preschool Children’s Caregivers in China

Qingmao Rao, Li Bai, Yalan Lv, Abu Saleh Abdullah, Ian Brooks, Yunjie Xie, Yong Zhao and Xiaorong Hou
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Qingmao Rao: College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China
Li Bai: College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China
Yalan Lv: College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China
Abu Saleh Abdullah: Global Health Research Center, Duke Kunshan University, Kunshan 215347, China
Ian Brooks: Center for Health Informatics, University of Illinois, Champaign, IL 61820, USA
Yunjie Xie: College of Preschool Education, Chongqing University of Education, Chongqing 400067, China
Yong Zhao: School of Public Health and Management, Chongqing Medical University, Chongqing 400016, China
Xiaorong Hou: College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China

IJERPH, 2020, vol. 17, issue 3, 1-15

Abstract: A range of intervention models are available for childhood obesity prevention; however, few studies have examined the effectiveness of intervention messages. This study developed childhood simple obesity prevention messages on the basis of goal-framing and temporal-framing effects to improve message acceptance among the caregivers of preschool children and explored associated factors. A cross-sectional study was conducted among 592 caregivers of preschool children in urban kindergartens in China during March to April 2019. The framing messages were developed based on prospect theory and construal level theory. The majority (48.4%) of caregivers found the gain-framed, present-oriented message most salient for acceptance. We found that gender, education background, theme, and the use of negative words have impacts on goal-framing effects; and previous participation in a health related intervention, career category, and the theme have impacts on temporal-framing effects ( p < 0.001). Goal-framing effects and temporal-framing effects can influence each other ( p < 0.001). The findings suggest that the gain-framed, present-oriented message could be considered a strategy to improve the acceptance of information by caregivers. When framing a message, subtle differences like using negative words might affect the exertion of framing effects.

Keywords: goal-framing effects; temporal-framing effects; acceptance; health message; caregivers (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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