Prospect theory suggests that people respond differentially to factually equivalent messages depending on how these messages are framed (A. Tversky & D. Kahneman, 1981). A. J. Rothman and P. Salovey (1997) relied on prospect theory to predict that messages highlighting potential "gains" should promote prevention behaviors such as sunscreen use best. This experiment compared the effectiveness of 4 differently framed messages (2 highlighting gains, 2 highlighting losses) to persuade 217 beach-goers to obtain and use sunscreen. Attitudes and intentions were measured before and immediately following the delivery of the framed information, and after completing the questionnaire participants were given a coupon redeemable for a small bottle of sunscreen later that same day. People who read either of the 2 gain-framed brochures, compared with those who read either of the 2 loss-framed brochures, were significantly more likely to (a) request sunscreen, (b) intend to repeatedly apply sunscreen while at the beach, and (c) intend to use sunscreen with a sun protection factor of 15 or higher.

Framing health messages systematically in terms of either gains or losses influences the behaviors that people adopt. Rothman and Salovey proposed that the relative influence of gain-and loss-framed messages is contingent on people’s perception of the risk or uncertainty associated with adopting the recommended behavior. Specifically, loss-framed messages are more effective when promoting illness-detecting (screening) behaviors, but gain-framed messages are more effective when promoting health-affirming (prevention) behaviors. Two experiments provide a direct test of this conceptual framework. In Experiment 1, participants’ willingness to act after reading about a new disease was a function of how the information was framed and the type of behavior promoted. Experiment 2 replicated and extended these findings with a real health concern—gum disease. Gain-framed pamphlets heightened interest in a plaque-fighting mouth rinse, whereas loss-framed pamphlets heightened interest in a plaque-detecting disclosing rinse. Research on message framing provides a theoretically based guide for the development of effective health messages.

This chapter explores emotional intelligence and the coping process. It argues that emotional intelligence influences responses to emotional arousal and, as a result, plays a significant role in the coping process. It will applies the concept of emotional intelligence to the coping process and describes how emotional intelligence can help us to understand coping strategies such as rumination, the elicitation of social support, and the disclosure of feelings.

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