방법 비교

	Gain-Loss Message Framing Analysis	Framing Effects Experiment
분야	Communication	Communication
계열	Process / pipeline	Process / pipeline
기원 연도	1997	1987
창시자	Rothman & Salovey (health framing synthesis); roots in Kahneman & Tversky	Iyengar & Kinder (effects tradition); Chong & Druckman (synthesis)
유형	Experiment comparing gain- versus loss-framed persuasive messages	Randomized experiment isolating the causal effect of message frames on attitudes
원전	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
별칭	Message framing analysis, Gain-loss framing study, Valence framing experiment, Kazanç-Kayıp Mesaj Çerçeveleme Analizi	Framing experiment, Message framing experiment, Equivalence and emphasis framing experiment, Çerçeveleme Etkisi Deneyi
관련	4	4
요약	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.	A framing effects experiment is a randomized design that isolates the causal impact of how a message is framed — which considerations it emphasizes — on people's attitudes, judgments, or behavior. By randomly assigning participants to read otherwise comparable messages that differ only in their frame, it provides the causal counterpart to the descriptive framing analysis of media content.