Influence of framing on motivation to get a medical check-up

Abstract

We consider the influence of one of the classical cognitive heuristics – the framing effect – on the motivation among patients to get a medical check-up. The authors conducted a study on a sample of 96 patients divided into 3 groups. Each group was offered motivational texts with different frames: negative, neutral and positive. The research discusses how framing can influence patients' motivation to take care of their own health and adherence to medical examinations. The framing effect depends on the choice of words, intonation, context or emphasis on certain aspects that can create an emotional reaction in the audience. The text with a negative frame containing threats and requiring an urgent examination caused fear and anxiety in patients; this could lead to the rejection of preventive measures. At the same time, the research proves that text with a positive frame emphasizing the importance of trusting doctors and regular check-ups motivated patients to follow disease prevention recommendations. The framing effect itself and using more rational decision-making methods in medical practice can motivate the population to take care of their own health.