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A 2 (male vs. female) x 2 (gain vs. loss) between-subject experiment was conducted using 128 African American participants (mean age = 45.9). The results showed that men and women processed the BCS messages with a different elaboration depth, and also perceived gain- versus loss-framed messages differently. For instance, compared to gain frame loss frame was more effective for women in increasing their message elaboration and supportive thoughts about BCS. In contrast, gain frame was more effective for men in increasing their memory of the BCS messages than loss frame. The findings provided practical implications for health communication practitioners in how to strategically use gain versus loss framing in accordance with their target population.<\/jats:p>","DOI":"10.1177\/0093650211427557","type":"journal-article","created":{"date-parts":[[2011,11,17]],"date-time":"2011-11-17T06:48:17Z","timestamp":1321512497000},"page":"385-412","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":32,"title":["The Effects of Gender and Gain Versus Loss Frame on Processing Breast Cancer Screening Messages"],"prefix":"10.1177","volume":"39","author":[{"given":"Hyo Jung","family":"Kim","sequence":"first","affiliation":[{"name":"Nanyang Technological University, Singapore"}]}],"member":"179","published-online":{"date-parts":[[2011,11,15]]},"reference":[{"key":"bibr1-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1080\/03637750600690700"},{"key":"bibr2-0093650211427557","volume-title":"Attitudes, personality, and behavior","author":"Ajzen I.","year":"1988"},{"key":"bibr3-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1080\/108107396128248"},{"key":"bibr4-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1037\/0278-6133.22.1.60"},{"key":"bibr5-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1037\/0278-6133.14.2.178"},{"key":"bibr6-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1177\/002224379503200206"},{"key":"bibr7-0093650211427557","doi-asserted-by":"publisher","DOI":"10.1177\/0093650210376190"},{"issue":"1","key":"bibr8-0093650211427557","first-page":"405","volume":"24","author":"Braun K. 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