The role of personality in positively and negatively framed risky health decisions

Two hundred and forty research participants of varying ages completed a two-part procedure in which framing experiments were conducted and personality factors were assessed. We operationally defined information framing according to the attribute-, goal-, and risky choice-framing paradigms and made our tasks as similar as possible to everyday risky health decisions. Individual difference variables were measured by the Eysenck Personality Questionnaire-Revised, the Carver’s BIS–BAS scales, the Barratt Impulsiveness Scale, the Multidimensional Health Questionnaire, and Coronary Heart Disease specific items. Framing valence effects were in keeping with the literature, with more risk-taking in the negative risky choice framing valence condition and more negative health status evaluation in the negative attribute-framing valence condition. Respondents’ personality, in particular Impulsiveness, Anxiety, Health Involvement and Health Negative Affect, correlated with message effectiveness in the goal-framing task and with the observed risk attitude in the risky choice task. These findings expand the literature on personality and risk-taking by demonstrating the joint role of personality factors and situational factors on decisions to promote good health or prevent bad health.