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Map Bulgaria for These data indicated that receiving fear-inducing arguments increased perceptions of risk but decreased knowledge and condom use. By contrast, resolving fear through HIV counselling and testing both decreased perceptions of risk and increased knowledge and condom use. Information framing A less threatening approach to the development of health messages involves framing' the message. Health messages can be framed in either positive stressing positive outcomes associated with action or negative terms emphasising negative outcomes associated with failure to act. While some have argued that negative frames are more memorable Newhagen and Reeves , others have suggested that positive messages enhance information processing. This may particularly be the case when time is short and individuals are not highly motivated to receive a message Isen The effectiveness of positive framing is illustrated by a study reported by Detweiler et al. , who examined the relative effectiveness of information that either emphasised the positive outcomes of using sunscreen or the negative consequences of not using it. Map Bulgaria 2016.