Relative persuasiveness of gain- vs. loss-framed messages: a review of theoretical perspectives and developing an integrative framework

A significant body of literature has examined the relative persuasiveness of gain- vs. loss-framed messages. Despite the amount of research, when and why one message frame may be more persuasive than the other is not fully understood. This article provides a review of theoretical perspectives that have been proposed to explain message framing effects. It then reports on an analysis of published articles conducted to ascertain which theories are most often employed in message framing research. Finally, building upon existing theories, this article advances a preliminary integrative framework that delineates crucial factors determining the relative persuasiveness of gain vs. loss frames.