A meta-analysis of gain–loss framing effects in narrative persuasion

Abstract This meta-analytic study synthesizes research on the persuasive impact of gain–loss framing in narrative guided by the social cognitive theory. A combined analysis of 47 experimental studies (N = 16,361) shows an overall persuasive efficacy of gain-framed narratives (vs. loss-framed) at enhancing self-efficacy (d = 0.17, p = .009). The results also indicated that gain-framed narratives produce less counterarguing (d = −0.57, p = .042) and more positive message evaluation (d = 0.25, p = .006) while inducing less transportation (d = −0.07, p = .039) compared to loss-framed narratives. Moderation analyses further revealed loss-framed narratives’ (vs. gain-framed) relative efficacy in improving behavioral intention when the story is written in the third-person perspective or promoting donation behaviors. Study findings illuminate some important boundary conditions and mechanisms of gain–loss framing effects specific to narrative persuasion.