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Gain or Loss? The Effect of Ad Framing on the Intention to Control Sugar Intake
[chapter]
2021
Sugar Intake - Risks and Benefits [Working Title]
Health authorities have pointed out that high sugar intake can cause many health problems. The aim of this research is to examine the effectiveness of ad framing (gain vs. loss vs. neither gain nor loss) on persuading people to control their sugar intake. The results of an online experiment showed that both gain and loss frame were more effective than the neutral frame. Gain frame was the most effective one to persuade people to lower sugar intake. Moreover, individual difference of regulatory
doi:10.5772/intechopen.95779
fatcat:lrh2mzloafhtda6osvgepe6geu