Gain-loss framing has produced inconsistent results in communication (O’Keefe & Jensen, 2006, 2007, 2009). Yet, studies from psychology demonstrate consistent gain-loss message effects (Higgins, 1997, 1998, 2000, 2002, 2005). Regulatory focus theory suggests the lack of operational clarity in communication applications may be the one of the reasons for inconsistent results. It is proposed that communication scholars use approach-gain and avoid-loss frames to create effective messages. The dissertation extends regulatory focus theory by arguing (a) frames’ relationship with perceived effectiveness is mediated by attention to the frames, (b) the combination of approach-gain and avoid-loss frames will receive the most attention, when the message has low to moderate arousing content, and (c) the combination of approach-gain and avoid-loss will be most effective. Two within-subjects experiments were conducted, using visual fixations to operationalize attention. Study 1 examined the combination of approach-gain and avoid-loss frames, without manipulating arousing content. Study 2 examined the combination of frames and manipulated arousing content. The two studies revealed that individuals looked the most at approach-gain information, and attention to information did not influence perceived message effectiveness. As predicted, when arousal was controlled for, messages with the combination of approach-gain and avoid-loss frames were perceived as more effective than messages with only one type of frame. Advisors/Committee Members: Wang, Zheng (Joyce) (Advisor).