Ahadinezhad Bahman, Rashvand Gita, Karimi Simin, Alizadeh Ahad, Amerzadeh Mahammad, Khosravizadeh Omid
Social Determinants of Health Research Center, Research Institute for Prevention of Non-Communicable Diseases, Qazvin University of Medical Sciences, Qazvin, Iran.
Student Research Committee, School of Public Health, Qazvin University of Medical Sciences, Qazvin, Iran.
J Health Popul Nutr. 2025 Jun 21;44(1):221. doi: 10.1186/s41043-025-00970-8.
Evidence from behavioral economics has shown that framing health information can impact the demand for screening. We examined the effect of promotional message framing on mammography demand by estimating willingness to pay (WTP).
This experimental study was conducted in 2024 over a period of 3 months. The interesting outcome was a WTP for mammography. 354 women were randomly selected and randomly assigned between the two study arms. The intervention involved the presentation of health information in two frames of gain and loss. The mammography demand has been estimated using robust standard error Logistic regression. Demand rate of mammography has been compared between two types of information framing using the chi-square test. Finally, the monetary value of willingness to pay (WTP) for mammography was estimated using the methodology developed by López-Feldman. All analyses were done using STATA 17.
The price and income elasticity of mammography demand were estimated as - 0.19 and 0.24, respectively (P < 0.01). The higher demand rate in the loss frame compared to the gain frame (38.7% vs. 25.1%) was statistically significant, and its effect size was estimated to be 0.282 (p < 0.01). The value of WTP in the loss frame (10.68 US$) was estimated to be more significant than in the gain frame (4.74 US$) (p < 0.01).
This study suggests that health educators consider the message's persuasiveness with the type of health action before designing health messages. Moreover, health practitioners should use health messages with a loss frame to increase the demand for screening services such as mammography.
行为经济学的证据表明，构建健康信息会影响筛查需求。我们通过估计支付意愿（WTP）来研究促销信息框架对乳房X光检查需求的影响。
这项实验研究于2024年进行，为期3个月。有趣的结果是乳房X光检查的支付意愿。随机选择354名女性，并将她们随机分配到两个研究组。干预措施包括以获益和损失两种框架呈现健康信息。使用稳健标准误差逻辑回归估计乳房X光检查需求。使用卡方检验比较两种信息框架下乳房X光检查的需求率。最后，使用洛佩斯 - 费尔德曼开发的方法估计乳房X光检查的支付意愿货币价值。所有分析均使用STATA 17完成。
乳房X光检查需求的价格弹性和收入弹性分别估计为 -0.19和0.24（P <0.01）。与获益框架相比，损失框架下的需求率更高（38.7%对25.1%），具有统计学意义，其效应大小估计为0.282（p <0.01）。损失框架下的支付意愿值（10.68美元）估计比获益框架下（4.74美元）更显著（p <0.01）。
本研究表明，健康教育工作者在设计健康信息之前应考虑信息的说服力与健康行动类型的关系。此外，健康从业者应使用损失框架的健康信息来增加对乳房X光检查等筛查服务的需求。
