Gain and loss framing has been used as a technique in risk communication to shape individuals’ behaviors in many fields. Our community-engaged research, conducted in partnership with the Michigan Department of Natural Resources (MDNR), experimentally tested five message frames to determine efficacy for outreach programs. We found: a) to increase risk perceptions of fish disease use a loss frame in a management context, b) to decrease risk perceptions of fish disease management use a gain frame in a disease context, and c) to motivate behavioral intentions for prevention and risk reduction use a gain frame in a disease context.
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Pavloski, E. L., & Triezenberg, H. A. (2021). Fish Disease Outreach Messages: Testing of Gain and Loss Frames. Journal of Extension, 59(2), Article 2. https://doi.org/10.34068/joe.59.02.02