So sánh phương pháp

	Gain-Loss Message Framing Analysis	Elaboration Likelihood Analysis
Lĩnh vực	Communication	Communication
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1997	1986
Người khởi xướng	Rothman & Salovey (health framing synthesis); roots in Kahneman & Tversky	Richard Petty & John Cacioppo
Loại	Experiment comparing gain- versus loss-framed persuasive messages	Dual-process experimental analysis of attitude change
Công trình gốc	Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), 3–19.	Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York: Springer.
Tên gọi khác	Message framing analysis, Gain-loss framing study, Valence framing experiment, Kazanç-Kayıp Mesaj Çerçeveleme Analizi	ELM analysis, Dual-process persuasion experiment, Central and peripheral route analysis, Ayrıntılandırma Olasılığı Modeli Analizi
Liên quan	4	4
Tóm tắt	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.	Elaboration likelihood analysis applies Petty and Cacioppo's 1986 Elaboration Likelihood Model (ELM) to study persuasion through experiments that cross message argument quality with peripheral cues under varying levels of audience motivation and ability to think. It identifies whether attitude change travels the central route — effortful scrutiny of arguments — or the peripheral route, reliance on simple cues like source attractiveness or message length.