Abstract

Nowadays, mammography is the most effective early detection screening technique, yet it remains under-utilized despite its life-saving potential. This study compared the effectiveness of two differently framed messages to promote mammography, in a sample of women of 38-69 years old. The relation between frame (gain- vs. loss-framed messages) and salience of information has been investigated as a function of personal relevance. Participants' attitudes and intentions constituted the dependent variables. Results showed that loss-framed messages were more effective in the high salience condition, whereas gain-framed messages were more effective in the low salience condition. Personal relevance showed no significant effect.