Gain- and Loss-Frame Sun Safety Messages and Psychological Reactance of Adolescents

Adolescents are frequently thought of as having strong desires for independence and defiance of authority. Using psychological reactance theory, this study investigated the effects of gain and loss frame messages advocating sun safety behavior on the perceived threats to freedom of high school-aged adolescents. A loss, rather than a gain, frame message produced greater perceived threats to freedom among adolescents. Perceived threats to freedom were associated with anger, but anger was not associated with attitudes toward behavior. Perceived threats to freedom were not associated with negative cognitions, but more negative cognitions were associated with less positive attitudes toward behavior. Implications of the findings on future research are explored.