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

When comparing the six constructs across gain and loss frames, regardless of small chance or most common frame, perceived susceptibility is marginally significant ( p = 0.06 ) with those in the loss frame ( M = 4.16, SD = 1.33) reporting higher mean levels of susceptibility than those in the gain frame ( M = 3.98, SD = 1.38).

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Additionally, perceived susceptibility and perceived level of risk failed to achieve significance in the model.

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To create a parsimonious model that adequately controlled for confounding, backward elimination was used to individually remove variables and interaction effects that did not achieve significance at the α = 0.10 level.

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