The interplay between goal framing and message framing in advocating sunscreen use

Goal framing and message framing have been widely studied in separate disciplines where both demonstrating theoretical and practical implications in developmental education, psychological factors, marketing, and health contexts. This work uses Self-Determination Theory and Regulatory Focus Theory, to investigate the interplay between goal framing (i.g., intrinsic versus extrinsic) and regulatory focus message framing (i.g., promotion versus prevention) in a health communication context. The study reveals a significant interactive effect between the match of intrinsic goal frame and prevention regulatory focus message frame in terms of attitude toward message. Further, the pairing of an extrinsic goal frame with a promotion regulatory focus message frame resulted in significantly higher intention to engage in healthy behavior. Therefore, this work contributes to the goal, motivation, and persuasion literature streams. This work also offers practical implications for health communication practitioners and social marketers.