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Identifying effective message-framing techniques in behavior change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia
Last registered on March 24, 2021

Pre-Trial

Trial Information
General Information
Title
Identifying effective message-framing techniques in behavior change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia
RCT ID
AEARCTR-0006040
Initial registration date
July 15, 2020
Last updated
March 24, 2021 12:59 PM EDT
Location(s)
Primary Investigator
Affiliation
Wageningen University and Research
Other Primary Investigator(s)
Additional Trial Information
Status
Completed
Start date
2020-07-05
End date
2020-08-21
Secondary IDs
Abstract
This document describes a pre-analysis plan (PAP) for a lab-in field experiment on promoting biofortified maize. The primary objective of the experiment is to identify effective message-framing techniques to bring about behavior change with regard to production of biofortified maize in Ethiopia. A between-subject design will be implemented to mainly ascertain effects of differently framed health messages on farmers’ willingness to pay. In addition to ascertaining the direct effects of differently framed health messages the study will also investigate potential heterogeneous effects the treatment.
External Link(s)
Registration Citation
Citation
Jada, Kaleb. 2021. "Identifying effective message-framing techniques in behavior change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia." AEA RCT Registry. March 24. https://doi.org/10.1257/rct.6040-1.1.
Sponsors & Partners

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Experimental Details
Interventions
Intervention(s)
The treatment is proving two differently framed (loss and gain framed) health message to farmers. The experiment seeks to provide rigorous evidence on the effects of the types of message framing methods on farmer’s willingness to pay for bio fortified maize seed. A between-subject design will be implemented in which study participants will be divided into three groups. Group one will be exposed to loss-framed messages and group two to gain-framed messages. Group three will not get any treatment and will serve as a control group.
Intervention Start Date
2020-07-10
Intervention End Date
2020-08-21
Primary Outcomes
Primary Outcomes (end points)
Farmers' willingness to pay for maize seeds. To solicit individuals’ WTP Becker-DeGroot-Marschak (BDM) approach will be used. The actual procedure will first be explained in detail to the participant, emphasizing that the transaction has to be executed if the participant’s bid is higher than the random number.
Primary Outcomes (explanation)
Secondary Outcomes
Secondary Outcomes (end points)
Secondary Outcomes (explanation)
Experimental Design
Experimental Design
A between-subject design will be implemented in which study participants will be divided into three groups. Group one will be exposed to loss-framed messages and group two to gain-framed messages. Group three will not get any treatment and will serve as a control group
Experimental Design Details
Randomization Method
Farmers will be assigned to the three groups randomly. Individual farmers will be asked to draw a number from a bowl that contain three number. The number they picked will be the group number they will be assigned.
Randomization Unit
Individuals farmers
Was the treatment clustered?
No
Experiment Characteristics
Sample size: planned number of clusters
576 farm households
Sample size: planned number of observations
576 farm households
Sample size (or number of clusters) by treatment arms
192 farm households
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
0.122 standard deviation
Supporting Documents and Materials

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IRB
INSTITUTIONAL REVIEW BOARDS (IRBs)
IRB Name
Social Sciences Ethics Committee (SEC) Wageningen University
IRB Approval Date
2019-12-03
IRB Approval Number
NA
Analysis Plan

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Post-Trial
Post Trial Information
Study Withdrawal
Intervention
Is the intervention completed?
Yes
Intervention Completion Date
August 21, 2020, 12:00 AM +00:00
Is data collection complete?
Yes
Data Collection Completion Date
August 21, 2020, 12:00 AM +00:00
Final Sample Size: Number of Clusters (Unit of Randomization)
648 participants
Was attrition correlated with treatment status?
No
Final Sample Size: Total Number of Observations
648 participants
Final Sample Size (or Number of Clusters) by Treatment Arms
216 per treatment gain framed message, 216 loss framed message and 216 control
Data Publication
Data Publication
Is public data available?
No
Program Files
Program Files
Reports, Papers & Other Materials
Relevant Paper(s)
REPORTS & OTHER MATERIALS