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Goal-Framing and Temporal-Framing: Effects on the Acceptance of Childhood Simple Obesity Prevention Messages among Preschool Children’s Caregivers in China

Author

Listed:
  • Qingmao Rao

    (College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China)

  • Li Bai

    (College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China)

  • Yalan LV

    (College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China)

  • Abu Saleh Abdullah

    (Global Health Research Center, Duke Kunshan University, Kunshan 215347, China
    Duke Global Health Institute, Duke University, Durham, NC 27710, USA
    Boston University School of Medicine, Boston Medical Center, Boston, MA 02118, USA)

  • Ian Brooks

    (Center for Health Informatics, University of Illinois, Champaign, IL 61820, USA
    School of Information Sciences, University of Illinois, Champaign, IL 61820, USA)

  • Yunjie Xie

    (College of Preschool Education, Chongqing University of Education, Chongqing 400067, China)

  • Yong Zhao

    (School of Public Health and Management, Chongqing Medical University, Chongqing 400016, China)

  • Xiaorong Hou

    (College of Medical Informatics, Chongqing Medical University, Chongqing 400016, China)

Abstract

A range of intervention models are available for childhood obesity prevention; however, few studies have examined the effectiveness of intervention messages. This study developed childhood simple obesity prevention messages on the basis of goal-framing and temporal-framing effects to improve message acceptance among the caregivers of preschool children and explored associated factors. A cross-sectional study was conducted among 592 caregivers of preschool children in urban kindergartens in China during March to April 2019. The framing messages were developed based on prospect theory and construal level theory. The majority (48.4%) of caregivers found the gain-framed, present-oriented message most salient for acceptance. We found that gender, education background, theme, and the use of negative words have impacts on goal-framing effects; and previous participation in a health related intervention, career category, and the theme have impacts on temporal-framing effects ( p < 0.001). Goal-framing effects and temporal-framing effects can influence each other ( p < 0.001). The findings suggest that the gain-framed, present-oriented message could be considered a strategy to improve the acceptance of information by caregivers. When framing a message, subtle differences like using negative words might affect the exertion of framing effects.

Suggested Citation

  • Qingmao Rao & Li Bai & Yalan LV & Abu Saleh Abdullah & Ian Brooks & Yunjie Xie & Yong Zhao & Xiaorong Hou, 2020. "Goal-Framing and Temporal-Framing: Effects on the Acceptance of Childhood Simple Obesity Prevention Messages among Preschool Children’s Caregivers in China," IJERPH, MDPI, vol. 17(3), pages 1-15, January.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:3:p:770-:d:313197
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    References listed on IDEAS

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    1. Li Bai & Zhengjie Cai & Yalan Lv & Tingting Wu & Manoj Sharma & Zumin Shi & Xiaorong Hou & Yong Zhao, 2018. "Personal Involvement Moderates Message Framing Effects on Food Safety Education among Medical University Students in Chongqing, China," IJERPH, MDPI, vol. 15(9), pages 1-15, September.
    2. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    3. Hruby, A. & Manson, J.E. & Qi, L. & Malik, V.S. & Rimm, E.B. & Sun, Q. & Willett, W.C. & Hu, F.B., 2016. "Determinants and consequences of obesity," American Journal of Public Health, American Public Health Association, vol. 106(9), pages 1656-1662.
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    Cited by:

    1. Matthew Ellis & Puspa Raj Pant, 2020. "Global Community Child Health," IJERPH, MDPI, vol. 17(9), pages 1-3, May.

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