Interactive Effects of Frame, Motivational Orientation and Perceived Message Quality on Fruit and Vegetable Consumption

Abstract

Health messages congruently framed with peoples´ motivational orientation are more effective in promoting health behavior change, but inconsistencies have been found in the literature. This study aimed to test whether the perceived quality of a health message may moderate the congruency effect. Participants (N = 109) were exposed to a health message promoting fruit and vegetable (FV) intake that was either congruent or incongruent with their motivational orientation. Perceived message quality and intention to increase FV intake were assessed after message exposure, and actual FV intake one week later. Main effects for congruency were not found, but significant interactions of congruency and perceived message quality were found for intention and FV intake. When messages were congruent, higher intention and FV intake were found when perceived message quality was high, and lower when perceived message quality was low. Smaller or no differences were found between levels of perceived message quality in incongruent conditions. Matching the frame to the recipient´s motivational orientation is only effective when the message is perceived has having good quality.