Effectiveness of message framing on women’s intention to perform cytomegalovirus prevention behaviors: a cross-sectional study

Table 3 Multiple linear regression identifying factors associated with increased intention to modify CMV risk and prevention behaviors in the desired direction

	n = 840
Model r2	0.39
Variable	b (SE)	p-value
Intercept	−15.73 (1.57)	<0.001
Main Effects
Gain Frame	2.22 (2.07)	0.28
Knowledge Scale^a	0.15 (0.05)	0.006
Message Credibility^b	0.29 (0.15)	0.06
Perceived Severity^b	0.56 (0.15)	<0.001
Response Efficacy^c	3.19 (0.44)	<0.001
Perceived Behavioral Control^b	1.05 (0.29)	0.000
Interaction Effects
Response Efficacy x Gain Frame	−1.69 (0.58)	0.003
Perceived Behavioral Control x Gain Frame	0.90 (0.40)	0.03

Note: Behavioral Intention was measured using a score ranging from 0 to 16. The score was created by summing intention scores for each behavior where those intention scores equaled 0 if the respondent intended to “remain the same”; 1 if the respondent intended to change their behavior “a little” in the desired direction; and 2 if the respondent intended to change their behavior “a lot” in the desired direction. To prevent CMV, handwashing behaviors should increase, while all other behaviors should decrease
^aHigher values indicate higher levels of CMV knowledge
^bResponses on a 7-point Likert scale where 1 = Strongly Disagree and 7 = Strongly Agree
^cResponses on a 5-point Likert scale where 1 = Not at all effective and 5 = Very effective

ISSN: 1472-6874