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Effects of the message framing on intentions towards pap test: a moderation by the objective of the recommended behavior, mediated through the valence of mental imagery
[Effets du cadrage du message sur les intentions en faveur du frottis : une modération par l’objectif du comportement recommandé, médiatisée par la valence de l’imagerie mentale]

Author

Listed:
  • Laurie Balbo

    (GSCM Montpellier Business School - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Marie-Laure Gavard-Perret

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], CNRS - Centre National de la Recherche Scientifique)

Abstract

Cette recherche expérimentale étudie d'une manière nouvelle l'effet du cadrage du message (gains vs pertes) d'une communication de santé visant à promouvoir le frottis gynécologique sur les intentions comportementales, en envisageant une modération par l'objectif du comportement recommandé (prévention vs dépistage), médiatisée par la valence (positive vs négative) des images mentales. L'expérimentation menée sur 271 femmes montre que le cadrage du message a des effets sur les intentions comportementales uniquement lorsque le comportement recommandé est un comportement de dépistage. Ces effets sont expliqués par la valence des images mentales visuelles. Les résultats obtenus sont discutés et des pistes de recherche proposées, notamment à partir des limites constatées.

Suggested Citation

  • Laurie Balbo & Marie-Laure Gavard-Perret, 2015. "Effects of the message framing on intentions towards pap test: a moderation by the objective of the recommended behavior, mediated through the valence of mental imagery [Effets du cadrage du messag," Post-Print halshs-01337742, HAL.
    • Handle: RePEc:hal:journl:halshs-01337742
    DOI: 10.1177/0767370115571505
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    Cited by:

    1. Agnès Helme-Guizon & Marie-Laure Gavard-Perret & Rebecca Shankland & Valentin Flaudias, 2021. "Self-Efficacy Mediates the Effect of Framing Eating Disorders Prevention Message on Intentions to Have a Sufficient Weight: A Pilot Study," IJERPH, MDPI, vol. 18(17), pages 1-9, August.

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