Gain-Loss Framing and Social Distancing: Temporal Framing’s Role as an Emotion Intensifier

Effective health communication requires various strategies. This study focused on two framing strategies closely relevant to health issues. Specifically, it examined how temporal framing moderates the effects of gain-loss framing on social distancing with particular attention to the underlying affective mechanisms of these interactions. A 2 (temporal framing: proximal vs. distal) X 2 (gain-loss framing: gain vs. loss) randomized experiment was conducted with 114 undergraduate students in Korea. The results showed that loss-framing was more effective than gain-framing when presented in temporally proximal frames, but such differences diminished when presented in temporally distal frames. The interaction effects of temporal framing and gain-loss framing had indirect effects on attitudes via fear and anger. They also had an indirect effect on intentions via fear. This study's results enhance our understanding of framing effects by testing the interaction effects between two types of framing in the context of social distancing and clarifying affective mediating processes through which framing exerts its effects. These findings have practical implications for designing effective health messages.