The aim of this study was to explore the effects of proscriptive and prescriptive framed messages on intentions and attitudes towards consuming enough vitamin D, reactance towards the messages, and the effects of perfectionism as a moderator. One hundred and three participants (72.8% female) completed two online questionnaires consisting of a message manipulation and measures for perfectionism, intentions, attitudes and reactance. A 2 (message frame: proscriptive, prescriptive) x 2 (perfectionism: strivings, concerns) between subjects experimental design was employed. Six ANCOVA’s revealed no significant main effects for frame or perfectionism, neither did they reveal a significant (frame x perfectionism) interaction. Theoretical explanations are given, while implications and direction for future research are discussed.