Young adults read a news article about skin cancer that used a gain frame (e.g., using sunscreen keeps skin healthy) or a loss frame (e.g., not using sunscreen increases skin cancer risk), and included a personal exemplar (healthy or ill). Compared to a control group, both frames increased intentions to use sunscreen. Planned SPF was higher for men in the loss frame but was unaffected by framing for women. The framing manipulation had opposite effects on sun protection behaviors among individuals who were high versus low in perceived similarity to the exemplar. Overall, the gain frame was more effective for people who were high in similarity, whereas the loss frame was more effective for those low in similarity. In addition, individuals who felt more similar to the exemplar reported more personal risk in the loss frame but stronger intentions to use sun protection behaviors in the gain frame. Last, social comparison orientation was associated with more personal risk in the gain frame (suggesting upward comparison) but lower intentions to engage in sun protection behaviors regardless of the frame. Interpretations of the findings and implications for the use of exemplars in health messages are discussed.