Previous research has shown that positive and/or negative message framing is a relevant factor in influencing behavioral intentions. Recall message framing may be useful for increasing responses to high risk food product recalls targeted to consumers. This study utilized a prospect theory message framing manipulation to determine the impact of positive, negative, and control condition messages on protection motivation theory constructs in an online experimental design. The findings of the research indicate that loss framed messages demonstrate greater strength for reducing maladaptive responses to recall messages. We also found that the paths for adaptive responses to recall messages were different between the gain and loss conditions. Self-efficacy influenced adaptive responses for gain framed messages while coping and locus of control influenced adaptive responses for loss framed messages.
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