{"title":"Fish Disease Outreach Messages: Testing of Gain and Loss Frames","authors":"Erin L. Pavloski, Heather Treizenberg","doi":"10.34068/JOE.59.02.02","DOIUrl":null,"url":null,"abstract":"Gain and loss framing has been used in risk communication across many !elds as a technique for shaping individuals’ behaviors. Via community-engaged research conducted with the Michigan Department of Natural Resources, we tested !ve message frames to determine e\"cacy for outreach programs. We made the following determinations: (a) for increasing risk perceptions regarding !sh disease, a loss frame in a !sh disease management context should be used; (b) for decreasing risk perceptions regarding !sh disease management, a gain frame in a !sh disease context should be used; (c) for motivating behavioral intention regarding prevention and risk reduction, a gain frame in a !sh disease context should be used. Our !ndings are of interest to Extension professionals and others working in natural resources.","PeriodicalId":22617,"journal":{"name":"The Journal of Agricultural Extension","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"The Journal of Agricultural Extension","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.34068/JOE.59.02.02","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Gain and loss framing has been used in risk communication across many !elds as a technique for shaping individuals’ behaviors. Via community-engaged research conducted with the Michigan Department of Natural Resources, we tested !ve message frames to determine e"cacy for outreach programs. We made the following determinations: (a) for increasing risk perceptions regarding !sh disease, a loss frame in a !sh disease management context should be used; (b) for decreasing risk perceptions regarding !sh disease management, a gain frame in a !sh disease context should be used; (c) for motivating behavioral intention regarding prevention and risk reduction, a gain frame in a !sh disease context should be used. Our !ndings are of interest to Extension professionals and others working in natural resources.