Table 2.

Gain/Loss Framing and Cultural-Targeted Video Message Manipulations.

Gain-Framed Message	Loss-Framed Message	Culturally-Targeted Message
Timely action can save your life!	Delaying action can cost you your life!	Colorectal Cancer - Overcoming Adversity
Colorectal cancer screening effectively promotes a life free from cancer. By participating in recommended colorectal screening, you could remain free from cancer and easily add years to your life. Being screened also may make you feel relaxed and safe about gaining a future that is free of colorectal cancer, which is also a benefit worth having.	Colorectal cancer screening effectively reduces loss of life from cancer. By not participating in recommended colorectal screening, you could neglect a treatable cancer, and lose years off your life. Not being screened also may make you feel anxious and unsafe about losing a future free from colorectal cancer, which is also a cost worth avoiding.	We have invited you here today because the benefits of screening (costs of not being screened) may be highly important to you as an African American. Colorectal cancer rates in America are higher among African Americans than among any other racial group. This difference is due in part to controllable personal choices about colorectal cancer screening. Some research suggests that African Americans do not get screened for colorectal cancer as soon or as often as members of other groups. Thus, the injustice of colorectal cancer could be (will not be) overcome if (unless) more African Americans take personal control and obtain screening
Colorectal cancer screening may add years to my life.	Not performing colorectal cancer screening could cost me years off my life.	Colorectal cancer screening may be particularly important to me as an African American.
Colorectal cancer screening may help me feel relaxed and safe about my health.	Not obtaining colorectal cancer screening make me feel anxious and unsafe about my health.	The injustice of colorectal cancer can be overcome if more African Americans take control and obtain screening.
Being screened for colorectal cancer provides benefits that are worth having.	Not being screened for colorectal cancer has many drawbacks that are worth avoiding.

Note. Gain/loss-frames were either presented as stand-alone messages or paired with culturally targeted personal prevention message.