Gain frame arguments focus on ❌ and ❌ that will not happen. Loss frame arguments focus on ❌ things that will happen and good things that will ❌.

According to ❌, ❌ appeals are more effective when targeting behaviors that prevent the onset of disease, whereas ❌-framed appeals are more effective when targeting behaviors that detect the presence of a disease. This is his Message Framing Theory.

Present something using a gain frame, people may be more likely to go for the ❌ option.
Present something using a loss frame, people may be more likely to go for the ❌.

A meta-analysis by ❌ found that a small but significant advantage for ❌ messages was found for encouraging disease prevention behaviors. However, when the data were examined by behavior type, a significant ❌-framed advantage was apparent only for dental hygiene behaviors. In the analysis, ❌ messages did not significantly increase the promotion of other types of prevention behavior.

Parameters of use - gain frame vs loss frame arguments - RISK IMPLICATIONS

I'm certain about the outcome, so I'm convinced by a ❌ argument.
I'm not certain about the outcome, so I'm convinced by a ❌ frame argument.

Prospect Theory

In general, according to prospect theory, when the prospect of gains is emphasized, individuals ❌ risky behaviors, called risk averse. When the attempt to minimise losses is highlighted, individuals tend to ❌, called risk seeking.

People ❌ when they evaluate outcomes in terms of costs, or losses, ❌ when they evaluate outcomes in terms of gains.