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Randomized Controlled Trial
. 2025 Jun 21;44(1):221.
doi: 10.1186/s41043-025-00970-8.

"VSports" The effect of promotional health message framing on the perceived benefit of mammography: evidence from estimation of willingness to pay

Bahman Ahadinezhad  1 , Gita Rashvand  2 , Simin Karimi  2 , Ahad Alizadeh  3 , Mahammad Amerzadeh  3 , Omid Khosravizadeh  4
Affiliations
Randomized Controlled Trial

The effect of promotional health message framing on the perceived benefit of mammography: evidence from estimation of willingness to pay

Bahman Ahadinezhad et al. J Health Popul Nutr. .

Abstract

Background: Evidence from behavioral economics has shown that framing health information can impact the demand for screening. We examined the effect of promotional message framing on mammography demand by estimating willingness to pay (WTP). VSports手机版.

Methods: This experimental study was conducted in 2024 over a period of 3 months. The interesting outcome was a WTP for mammography. 354 women were randomly selected and randomly assigned between the two study arms. The intervention involved the presentation of health information in two frames of gain and loss V体育安卓版. The mammography demand has been estimated using robust standard error Logistic regression. Demand rate of mammography has been compared between two types of information framing using the chi-square test. Finally, the monetary value of willingness to pay (WTP) for mammography was estimated using the methodology developed by López-Feldman. All analyses were done using STATA 17. .

Results: The price and income elasticity of mammography demand were estimated as - 0. 19 and 0. 24, respectively (P < 0. 01). The higher demand rate in the loss frame compared to the gain frame (38. 7% vs. 25. 1%) was statistically significant, and its effect size was estimated to be 0. 282 (p < 0. 01). The value of WTP in the loss frame (10. 68 US$) was estimated to be more significant than in the gain frame (4 V体育ios版. 74 US$) (p < 0. 01). .

Conclusion: This study suggests that health educators consider the message's persuasiveness with the type of health action before designing health messages. Moreover, health practitioners should use health messages with a loss frame to increase the demand for screening services such as mammography VSports最新版本. .

Keywords: Framing effect; Mammography; Willingness to pay. V体育平台登录.

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Conflict of interest statement

Declarations. Ethics approval and consent to participate: The present study was approved by the ethical committee Qazvin University of Medical Sciences (ethics code IR. QUMS VSports注册入口. REC. 1402. 371). The Ethical Committee approved all experimental protocols. All methods were carried out in accordance with relevant guidelines and regulations. We provided the participants or their legal guardian(s) with an information sheet, reassured them about anonymity, freedom to withdraw, confidentiality and explained the study’s purpose, and obtained their informed consent form. " Consent for publication: Not applicable. Competing interests: The authors declare no competing interests.

Figures

Fig. 1
Fig. 1
Percentage of demand and not demand for mammography at the initial bid
Fig. 2
Fig. 2
Mammography demand curve of participants
Fig. 3
Fig. 3
Participant mammography demand rate by frame type (%)
See this image and copyright information in PMC

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