The Effect of Message Framing on Preschoolers’ Attitudes and Behavioral Intentions: Influences of Age, Issue Involvement, and Delivery Method

Many previous studies have revealed that people’s decision-making may differ depending on message framing—whether the same content is presented with an emphasis gain or loss. However, almost nothing known about preschooler responses according to framing. This study aimed identify characteristics of framing effect in preschoolers and examine influence age, issue involvement, delivery method this effect. A total 180 participants ranging from 3–5 years age were randomly assigned one four conditions different combinations frame types methods. The attitudes behavioral intentions children toward messages measured via questionnaire. results showed persuasive increased (p < 0.001, ηp2 = 0.14) was higher when more relevant 0.15). Furthermore, loss-framed effective than gain-framed for issues delivered verbally pictures, while opposite true only 0.06). These enable developmental theoretical discussions provide practical data improving persuasion efficacy children.