Can language enhance physical therapists’ willingness to follow Choosing Wiselyrecommendations? A best-worst scaling study

•Choosing Wisely recommendations could reduce low-value care in physical therapy.•Optimizing language could increase implementation of the recommendations.•Physical therapists were less willing to follow negatively framed recommendations.•They were most willing to follow recommendations with high detail.•They were more willing to follow recommendations with alternatives to low-value care.