Threat, efficacy and message framing in consumer healthcare

摘要: Purpose The purpose of this paper is to empirically examine the interactive effects message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer healthcare communications, particularly, cataract surgery. Design/methodology/approach This develops two conceptual models dealing with threat, framing tests them data collected from field experiments. Findings The results reveal that high messages in combination or loss-framed have a significant positive influence attitudes intentions arena. Practical implications The findings managerial value public policy implications for officials developing effective communications material. Specifically, recommends be used. Originality/value This research extends previous work by demonstrating effectiveness undergo surgery. It also demonstrates use communication domain.