A study of the effect of message framing on oocyte donation  

Oleh:

Purewal, S. ; Akker, O.B.A van den

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Human Reproduction vol. 24 no. 12 (Dec. 2009), page 3136-3143.
Topik: oocyte donation; infertility; framing effect; theory of planned behaviour; health promotion

Ketersediaan

Perpustakaan FK Nomor Panggil: H07.K.2009.04 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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BACKGROUND The aims of this study were to examine the effect of gain- and loss-framed messages on British and South East Asian women's intentions towards oocyte donation and to examine whether the components of the theory of planned behaviour influenced the relationship between framing and intentions. METHODS A total of 406 women participated in this study (mean age = 22, SD = 2.9). There were 211 participants in the gain condition and 195 in the loss condition. RESULTS An analysis of covariance found a main effect for framing (F(1, 402) = 6.3; P < 0.01) after controlling for existing attitudes towards oocyte donation and pre-message intentions to donate. Specifically, participants in the gain-framed condition were significantly more likely to report higher post-message intentions to donate oocytes than participants in the loss condition. However, the framing effect was only observed with British populations and not with women from South East Asia. Further, structural equation modelling analyses revealed lower levels of ‘perceived behavioural control’ (ß = -0.420, P < 0.03) and positive attitudes towards ‘the importance of genetic ties between parent and child’ (ß = 0.70, P < 0.001) were direct predictors of post-message intentions in the gain (but not loss) frame condition. CONCLUSION Findings obtained from this study indicate that oocyte donation campaigns should consider using gain-framed messages in recruitment appeals and message frames should be matched to the target populations’ perceived level of behavioural control.

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