Message framing effects on attitude and intention toward social participation in old age

Message framing is frequently used to advocate health perceptions and behaviors. The effects of message framing on various health behaviors have been examined; however, its effects on social participation, a key determinant of healthy aging, are unclear. This study investigated the effects of message framing on older adults’ attitudes and intentions toward social participation. A questionnaire survey conducted in 2020 targeted community-dwelling people aged ≥ 65 years in two rural areas in Japan. Participants were randomly allocated to four groups according to the types of framed messages to promote social participation activities: “private gain-framed message,” “private loss-framed message,” “public gain-framed message,” or “no message.” Outcomes included attitudes and intentions toward social participation (impression, interest, and readiness for social participation activities). A total of 1,524 participants were analyzed (men: 46.3