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Persuasive health messages can be framed to emphasize the benefits of adopting a health behavior (gains) or the risks of not adopting it (losses). This study examined the effects of message framing on beliefs, attitudes, and behaviors relevant to cigarette smoking. In video presentations about tobacco smoking, visual images and auditory voiceover content were framed either as gains or losses, yielding 4 message conditions. Undergraduates ( N = 437) attending a public university in New England were assigned randomly to view one of these messages. Gain-framed messages about smoking in visual and auditory modalities shifted smoking-related beliefs, attitudes, and behaviors in the direction of avoidance and cessation. Health-communication experts, when promoting prevention behaviors like smoking avoidance or cessation, may wish to diverge from the tradition of using lossframed messages and fear appeals in this domain, and instead consider using gain-framed appeals that present the advantages of not smoking.Persuasive messages encouraging smoking cessation are usually designed to elicit feelings of threat or fear by presenting the negative consequences of cigarette smoking. For example, the Surgeon General's warnings on cigarette packs emphasize the health dangers associated with smoking (e.g., emphysema, heart disease, death).

The impact of adolescent smoking cessation clinics has been disappointing due to low participation rates, high attrition, and low quit rates. This paper describes two computerized self-help adolescent smoking cessation intervention programs: 1) a program utilizing the expert system which is based on the transtheoretical model of change and 2) a popular action-oriented smoking cessation clinic program for teens which was modified for computer presentation. High participation rates in the program among 132 smokers demonstrate the high feasibility and acceptability of the programs. Quit rates of up to 20% were observed during the intervention, and an additional 30% made unsuccessful quit attempt(s). The 6-month follow-up findings indicated that adolescents were poorly prepared to maintain abstinence.

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