Facebook recruitment of smokers: comparing gain- and loss-framed ads for the purposes of an Internet-based smoking cessation intervention

• Main Authors: Nathália Munck Machado (Author), Henrique Pinto Gomide (Author), Heder Soares Bernardino (Author), Telmo Mota Ronzani (Author)
• Format: Book
• Published: Escola Nacional de Saúde Pública, Fundação Oswaldo Cruz.
• Subjects: article
• Online Access: Connect to this object online.

Abstract: Gain- and loss-framed messages about smoking behavior have commonly been used to promote cessation. However, there are still no clear conclusions as to what kind of message is more effective for motivating smokers to quit. This study compared the effectiveness of loss- and gain-framed mess...