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Journal of Health Psychology, Vol. 10, No. 1, 65-77 (2005)
DOI: 10.1177/1359105305048556

Message Framing and Pap Test Utilization among Women Attending a Community Health Clinic

Susan E. Rivers

Yale University, USA

Peter Salovey

Yale University, USA, peter.salovey{at}yale.edu

David A. Pizarro

University of California, Irvine, USA

Judith Pizarro

University of California, Irvine, USA

Tamera R. Schneider

Wright State University, USA

In a randomized experiment, women (N = 441) watched either a loss- or gain-framed video emphasizing the prevention or detection functions of the Pap test to test the hypothesis that loss- and gain-framed messages differentially influence health behaviors depending on the risk involved in performing the behavior. As predicted, loss-framed messages emphasizing the costs of not detecting cervical cancer early (a risky behavior) and gain-framed messages emphasizing the benefits of preventing cervical cancer (a less risky behavior) were most persuasive in motivating women to obtain a Pap test.

Key Words: cervical cancer • health message framing • low-income women • Papanicolaou test • persuasion


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