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Does regulatory fit lead to more effective health communication? A systematic review

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  • Ludolph, Ramona
  • Schulz, Peter J.

Abstract

Many of today's threats to public health arise from people's lifestyle. Hence, the public's compliance with advice given for health promotion and disease prevention has to be enhanced. Much research traces back the efficacy of health promotion messages to message qualities, while other work focuses on recipient qualities. Regulatory focus theory posits inter-individual differences in motivational orientation, namely a promotion or prevention focus, and offers a unique chance to look at message and recipient variables at the same time (Higgins, 1997). Whereas a promotion-focused individual tries to achieve desired end-states, someone with a prevention focus is rather vigilant. If individuals' goal pursuit strategies match their regulatory orientation, they experience regulatory fit, which increases the perceived persuasiveness of health messages (Higgins, 2000). Such a match can be evoked by particularly framed messages that highlight a person's regulatory orientation. Thus, the assumption of regulatory fit goes beyond the concept of gain- and loss-framing. To assess whether regulatory fit contributes to the effectiveness of health communication, a systematic review was conducted.

Suggested Citation

  • Ludolph, Ramona & Schulz, Peter J., 2015. "Does regulatory fit lead to more effective health communication? A systematic review," Social Science & Medicine, Elsevier, vol. 128(C), pages 142-150.
    • Handle: RePEc:eee:socmed:v:128:y:2015:i:c:p:142-150
    DOI: 10.1016/j.socscimed.2015.01.021
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    References listed on IDEAS

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    1. Lee, Angela Y. & Aaker, Jennifer L. & Gardner, Wendi L., 2000. "The Pleasures and Pains of Distinct Self-Construals: The Role of Interdependence in Regulatory Focus," Research Papers 1577r, Stanford University, Graduate School of Business.
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