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@article{201428,
        author = {Nidhi Mudgala and Twinkle Bhandari and Prashanth Cherian Kochuveetil},
        title = {Gain-Framed vs. Loss-Framed Messaging in Type 2 Diabetes Health Campaigns: Evidences from Urban and Semi-Urban India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {4202-4215},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201428},
        abstract = {Purpose Given India’s Type 2 Diabetes (T2D) burden, this study examines gain-framed vs loss-framed messaging in a T2D prevention campaign and the differential effects on the behavioural intentions of Indian adults aged 25–55 across dietary change, physical activity, and blood sugar screening.
Design/methodology A between-subjects survey experiment was conducted in February 2026 between one gain-framed and one loss-framed T2D campaign. A total of 224 valid responses were collected (105 gain-framed, 119 loss-framed) through digital distribution. Behavioural intention was measured via a composite 7-point Likert index adapted from Ajzen's Theory of Planned Behaviour. Group comparisons were conducted using the Mann-Whitney U test and Welch's independent samples t-test. Campaign perception was assessed through Spearman correlation analysis.
Findings No statistically significant difference was found in composite behavioural intention between framing conditions (Mann-Whitney: p = 0.121; Welch's t: p = 0.064). However, item-level analysis revealed a significant gain-framing advantage for dietary intention (p = 0.049), a marginal advantage for physical activity intention (p = 0.056), and no framing effect for screening intention (p = 0.815). A significant positive correlation was found between perceived gain framing and behavioural intention within the gain-framed group (r = 0.313, p = 0.001).
Research limitations Convenience sampling introduced demographic imbalances between conditions, particularly in age and geographic distribution. Low Cronbach's alpha values across all scales reflect the multidimensional nature of the behavioural targets, indicating that composite indices are insufficient for this domain. Future research should employ stratified sampling and domain-specific multi-item scales.
Practical implications Gain framing should serve as the default for prevention-oriented T2D campaigns in India. Framing choices should be tailored to the specific behavioural target - gain framing for lifestyle behaviours, loss framing for screening uptake. Campaign designers should conduct segment-specific pilot testing across urban, semi-urban, and rural populations.
Originality/value This is the first quantitative, India-specific study to test gain versus loss message framing effects in T2D prevention campaigns. It provides empirical cross-cultural validation of the Rothman-Salovey framework and offers actionable framing guidance for India's rapidly scaling public health communication infrastructure.},
        keywords = {message framing, gain-framed, loss-framed, type 2 diabetes, India, health communication campaigns, preventive, behavioural intent, public health design, prospect theory, theory of planned behaviour.},
        month = {May},
        }