The Myth/Fact Message Frame and Persuasion in Advertising: Enhancing Attitudes Toward the Mentally Ill

This article examines the information processing implications of the myth/fact message frame (MFMF), where a widely held yet incorrect belief (i.e., a myth) is stated then countered with a correcting fact. We demonstrate in two studies that recipients of the MFMF tend to assess message content using peripheral processing, calling into question its persuasiveness in changing misconceptions about mental illness. More persuasive messaging can occur by removing the myth and presenting the message in a fact-only frame. In Study 2, we optimize the processing of the MFMF by including rhetorical questions, which increases elaboration of the message content, thus enhancing the likelihood of forming strong, positive attitudes toward the mentally ill.