Matching Temporal Frame, Self-View and Message Frame Valence: Improving Persuasiveness in Health Communications

Abstract

This work examines the interplay between temporal frame and one's accessible self-view on consumer response to health communication. We find an independent self-view is more persuasive with a distal temporal frame (versus proximal frame), and an interdependent self-view is more persuasive with a proximal temporal frame (versus distal frame). Message frame valence (gain versus loss) moderates the interplay between temporal frame and self-view. In addition, message concreteness and message persuasiveness are revealed as mediators to the interplay between temporal frame and self-view. Interestingly, the mediating process varies depending on one's accessible self-view. These findings offer guidance for health communication marketers' use of temporal frames and self-view.