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This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents� implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced by frame. However, entity theorists are message advocacy sensitive such that they are more persuaded by prevention than detection advocacies, regardless of the message frame. These results are robust for measured as well as manipulated implicit theories and for different health contexts.
