Publication Date

2024

Document Type

Dissertation/Thesis

First Advisor

Yuan, Shupei

Degree Name

M.A. (Master of Arts)

Legacy Department

Department of Communication

Abstract

This study examined the effective message frames in improving individuals’ weight management intentions. Focus on gain-framed and loss-framed messages, their interactions with expectancy and value were unveiled in both weight loss and weight loss maintenance conditions. A 2 (message frames: gain-framed vs. loss-framed) x 2 (weight management: weight loss vs. weight loss maintenance) online experiment (N = 249) was conducted. Participants were asked about their weight management experiences, read manipulated messages, and answered questions about perceived expectancies and values toward future behaviors. Results showed that gain-framed messages are more effective in arousing individuals’ intentions and values in both weight loss and weight loss maintenance conditions. Significant differences were found in perceived expectancies, with loss-framed messages having a better effect on weight loss maintenance and gain-framed messages doing better in weight loss. Different message frames applicable to weight loss and weight loss maintenance need to be emphasized, and the satisfaction of weight loss is an important predictor of weight loss maintenance. A theoretical understanding of the entire weight management process can help develop weight management campaigns across society and address the health concerns caused by obesity.

Extent

57 pages

Language

en

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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Communication Commons

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