Gain or Loss: How to Frame an Antismoking Message?

In this paper we investigate if the time spent on gain or loss framed antismoking messages varies according to the smoker's level of nicotine dependence and intention to quit, also between men and women. The sample consisted of 52 student smokers and each of them viewed 14 warnings based on text (7 loss framed messages and 7 gain framed messages). Attention given to gain or loss framed messages was gathered using Tobii 2150 eye tracker and data about other variables was gathered through a questionnaire. This pilot study suggests that women are more susceptible to text messages than men, irrespective of their framing.