If You Quit Smoking, This Could Happen to You: Investigating Framing and Modeling Effects in an Anti-Smoking Serious Game

Various interventions have been suggested to aid in smoking cessation. However, little is known about the effects of message framing in narratives embedded in serious games. This study compares when an individual experiences unfortunate events from smoking (i.e., loss frame) versus fortunate results benefited from smoking cessation (i.e., gain frame) in a computer game through a model (i.e., virtual self-modeling) that looks like oneself or a stranger. An experiment (N = 64) using a 2 (Message framing: Gain vs. Loss) x 2 (Modeling: Self vs. Other) between-subjects design was conducted using an anti-smoking game. Results show that the gain frame induces stronger perceived susceptibility compared to the loss frame, and self-modeling is more effective than other-modeling. Results further demonstrate that the virtual misfortune experienced through one’s own face, compared to someone else’s face, is significantly more likely to increase one’s susceptibility to the negative consequences of smoking. The study also finds a significant mediating role of identification between framing and susceptibility. Overall, by demonstrating the effectiveness of the self-modeling and gain-framed messages in gameplay, the present investigation provides meaningful contributions to the use of technology for effective health communication.