Coding guideline | Example sentence | |
---|---|---|
Message frame | Emphasis of messages | Â |
Gain-framed | (a) The benefits of cancer screening. | When you obtain cancer screenings, you are taking advantage of the best method for detecting cancer early. |
The advantage of detecting cancer early is that you are more likely to increase your treatment options. | ||
Detecting cancer early can save your life. | ||
(b) The costs avoided by cancer screening. | If a cancer is detected early, it is less likely to be fatal. | |
The advantage of detecting cancer early is that you may need less radical procedures. | ||
Detecting cancer early can reduce your medical costs. | ||
Loss-framed | (a) The costs of not obtaining cancer screening. | Failing to detect cancer early can cost you your life. |
The disadvantage of failing to detect cancer early is that you may need radical procedures. | ||
If cancer is detected late, it is more likely to be fatal. | ||
(b) The benefits missed by not obtaining cancer screening. | When you avoid obtaining cancer screening, you are failing to take advantage of the best method for detecting cancer early. | |
The disadvantage of failing to detect cancer early is that you may have fewer treatment options. |