The present study investigated the persuasiveness of gain- and loss-framed information recommending healthier choices in fast-food restaurants. Visitors of two fast-food restaurants (N = 235) filled in a questionnaire concerning their fast food choices and received gain-or loss-framed nutrition information. The data revealed that gain- and loss-framed nutrition information were not differently persuasive, but that participants' self-efficacy to choose healthy products influenced the effect of framing. Specifically, for participants high in self-efficacy, the gain-framed message resulted in more positive attitudes towards healthy eating and stronger healthy eating intentions than the loss-framed message. However, for participants low in self-efficacy, the loss framed message resulted in stronger intentions than the gain-framed message. The study thus provides evidence for the role of self-efficacy as a potential moderator of the effects of framed nutrition information in a field setting.
van 't Riet, J., Werrij, M. Q., Nieuwkamp, R., de Vries, H., & Ruiter, R. A. C. (2013). Message frame and self-efficacy influence the persuasiveness of nutrition information in a fast-food restaurant. Food Quality and Preference, 29(1), 1-5. https://doi.org/10.1016/j.foodqual.2013.01.007