TABLE 2.

Best message framing as a function of prototypes emerged from clustering analysis.

Prototype	Intention to eat red/processed meat	Prevention focus	Perceived severity	Best framing
Strong meat eater 1	High	High	High	Loss
Strong meat eater 2	High	High	Low	Indifferent
Medium meat-eater 1	Medium	Medium	High	Gain
Medium meat-eater 2	Medium	Low	High	Non-gain
Medium meat-eater 3	Medium	Low	Low	Non-loss
Low meat-eater 1	Low	High	High	Non-loss
Low meat-eater 2	Low	Low	Low	Oppositive

Indifferent: participants tend to be equally persuaded by all message frames; oppositive: participants are not persuaded by any messages.