Effects of narratives, frames, and involvement on health message effectiveness

Michail Vafeiadis, Fuyuan Shen

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


An online 2 (evidence type: narrative vs. informational) × 2 (message frame: gain vs. loss) × 2 (involvement: low vs. high) between-subjects factorial experiment was conducted to examine their effects in skin cancer awareness campaigns. Results showed that loss-framed narratives were convincing for high-involved individuals, whereas both gain-framed informational and loss-framed narratives evoked higher issue attitudes and behavioral intentions for low-involved ones. Mediation analyses showed that identification with the story protagonist mediated narrative effects on the outcome variables. Theoretical and practical implications for sun protection awareness campaigns are discussed.

Original languageEnglish (US)
Pages (from-to)213-229
Number of pages17
JournalHealth Marketing Quarterly
Issue number3
StatePublished - 2022

All Science Journal Classification (ASJC) codes

  • General Health Professions
  • Marketing


Dive into the research topics of 'Effects of narratives, frames, and involvement on health message effectiveness'. Together they form a unique fingerprint.

Cite this