Fish Disease Outreach Messages: Testing of Gain and Loss Frames

Gain and loss framing has been used in risk communication across many !elds as a technique for shaping individuals’ behaviors. Via community-engaged research conducted with the Michigan Department of Natural Resources, we tested !ve message frames to determine e"cacy for outreach programs. We made the following determinations: (a) for increasing risk perceptions regarding !sh disease, a loss frame in a !sh disease management context should be used; (b) for decreasing risk perceptions regarding !sh disease management, a gain frame in a !sh disease context should be used; (c) for motivating behavioral intention regarding prevention and risk reduction, a gain frame in a !sh disease context should be used. Our !ndings are of interest to Extension professionals and others working in natural resources.