The role of temporal framing in narratives about excessive sugar consumption

Abstract

Background: Narrative storytelling can be used to convey health risk information. This research aimed to determine the influence of temporally framed narratives about excessive sugar consumption on motivation to reduce intake and behaviour at follow-up. Methods: In study 1 (N = 69), participants read a narrative which described negative outcomes as occurring to a significant number of people every day (‘day-frame’) vs. every year (‘year-frame’). Sugar consumption was recorded 7-days later. In study 2 (N = 294), we also included a control condition in which the outcomes were presented without a temporal frame. Findings: In study 1, participants spent longer reading the narrative message in the ‘day’ vs. ‘year’ frame condition. For those low in eating self-efficacy, the ‘day’ frame was associated with greater worry and higher intentions to reduce sugar consumption. In study 2, there was greater transportation when the narrative contained the ‘day’ frame compared to when it contained the ‘year’ frame or no frame. Discussion: The persuasive effects of narrative communications may depend on the temporal context in which the outcomes are set.