The Effects of Gain

Features of advice messages have received considerable attention in prior research, but the framing of advice has remained underexplored. This study examined the influence of advice message framing (i.e., gain-framed message vs. loss-framed message) on recipients’ responses to advice in terms of evaluation of advice quality, facilitation of coping, and intention to implement advice. The mediating roles of regard for face and efficacy were also assessed. A total of 605 participants read and responded to a hypothetical conversation in which they received advice from a friend. Results indicated that gain-framed advice messages elicited higher evaluations of advice quality and higher perceptions of facilitation of coping in comparison with loss-framed advice messages. Recipient’s perceptions of the advice-giver’s regard for face mediated the impact of framing on evaluation of advice quality and facilitation of coping