A 2 (frame: gain vs. loss) x 2 (evaluative input: high vs. low) x 3 (target behavior: sunscreen, self-exam, and indoor tanning) quasi-experimental study (N = 452) was conducted to test moderators of message framing effect. The results showed that effectiveness of a frame is a function of its evaluative input. There was evidence that the gain frame is more effective for prevention behavior and the loss frame for detection behavior. There was no evidence that proscriptive vs. prescriptive behaviors moderated framing effect. Data also suggested that dispositional motivations can be a moderator of message framing effect, but might be contingent upon level of evaluative input and type of behavior.