Compare methods

	Gain-Loss Message Framing Analysis	Media Priming Experiment
Field	Communication	Communication
Family	Process / pipeline	Process / pipeline
Year of origin	1997	1987
Originator	Rothman & Salovey (health framing synthesis); roots in Kahneman & Tversky	Shanto Iyengar & Donald Kinder
Type	Experiment comparing gain- versus loss-framed persuasive messages	Experiment testing how media attention changes the standards used to evaluate
Seminal source	Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), 3–19.	Iyengar, S., & Kinder, D. R. (1987). News That Matters: Television and American Opinion. Chicago: University of Chicago Press. ISBN: 9780226388571
Aliases	Message framing analysis, Gain-loss framing study, Valence framing experiment, Kazanç-Kayıp Mesaj Çerçeveleme Analizi	Priming analysis, News priming experiment, Agenda priming study, Medya Hazırlama Deneyi
Related	4	4
Summary	Gain-loss message framing analysis is an experimental method for testing whether a persuasive appeal works better when it stresses the benefits of acting (gain frame) or the costs of not acting (loss frame). Grounded in prospect theory and synthesized for health communication by Rothman and Salovey, it predicts that loss frames are more persuasive for risky detection behaviors while gain frames win for safe prevention behaviors.	Media priming is the process by which news attention to some issues, and not others, changes the standards people use to evaluate leaders, policies, or events. Demonstrated experimentally by Iyengar and Kinder in News That Matters, the priming experiment manipulates which issues the news emphasizes and tests whether those issues subsequently weigh more heavily in audiences' judgments — the natural extension of agenda setting from importance to evaluation.