Chapter 9
1 Gain-framed messages are more effective compared to the loss-framed messages. Gain-framed messages are more persuasive especially when the behavior is associated with preventive actions. Gain-framed messages change beliefs and attitudes towards certain behaviors such as smoking which leads to avoidance. Gain-framed messages involve gaining the desired outcome or preventing an undesired outcome. 2 The climax order of arguments puts one's best material for argument first while the anticlimax order saves the best material for last. The pyramidal order sandwiches the best points in the middle of the argument. Both the anticlimax and climax order have been proved effective ...
