Effects of message framing on intentions towards the Pap test: Moderation by the objective of the recommended behavior, mediated by the valence of mental imagery

Abstract

This experimental research examines the effect of message framing (gains vs losses) for a health communication promoting Pap smears on behavioral intentions in a new way: by suggesting a moderation by the objective of the recommended behavior (prevention vs detection), which is, in turn, mediated by the valence (positive vs negative) of mental images. An experiment conducted on 271 women highlights that message framing affects behavioral intentions when the recommended behavior is detection-related. These effects are explained through the valence of visual mental images. The results are discussed, and avenues for further research, especially those arising from the study limitations, are proposed.