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Why Does Loss Framing Work to Encourage Preventative Health Behaviors?
出版National Bureau of Economic Research, 2022
URLhttp://books.google.com.hk/books?id=SU4qzwEACAAJ&hl=&source=gbs_api
註釋We implemented a field experiment designed to increase participants' willingness to visit a health clinic. We find differential responses to a $50 incentive framed as a loss versus framed as a gain. We find little support for the notion that loss aversion is responsible for the effectiveness of loss framing. Instead, it appears that loss framing promotes take-up by raising the perceived probability that the incentive will be provided as promised. The results suggest trust is an alternative pathway through which loss framing may affect behavior, and trust may be an important way to promote desirable health behaviors.