Taking care of one’s nutrition is crucial to maintain good health, and prevent the most common diseases associated with ageing, but also to remain active and improve one’s well-being and quality of life. Convincing people to follow a balanced diet, however, is a rather difficult task. Message framing can be used to improve the effectiveness of communication on this topic, thus promoting healthier food choices. In fact, a carefully chosen frame can highlight the features of a message that are more likely to motivate individuals to change their established nutritional habits. In a series of studies, we investigated the factors influencing the persuasiveness of communication about nutrition aimed at the elderly. Results indicate that both the commonly used health-framed messages and the less frequently employed well-being framed messages can be persuasive. In the latter case, a prefactual formulation (e.g., "If you eat too much meat, your quality of life will worsen") can increase recipients’ interest and involvement, leading to a stronger intention to follow the recommendations.
Keywords: Ageing, nutrition, prefactual communication, health, well-being