Donovan R J, Jalleh G
Graduate School of Management, Department of Public Health at the University of Western Australia, Nedlands.
Health Educ Behav. 2000 Feb;27(1):82-95. doi: 10.1177/109019810002700108.
Framing studies dealing with health messages show mixed results, although a tendency in favor of negative framing. Involvement has been hypothesized to account for these conflicting results. The authors selected a realistic issue (immunization of infants) deemed high or low involving depending on the respondent's circumstances: women with an infant or who were pregnant or intending to get pregnant in the next 12 months were deemed to be high involved; women in none of these categories were deemed to be low involved. A convenience sample of adult women was presented with a hypothetical "new" immunization that protected infants against respiratory complaints such as bronchitis and pneumonia Side effects (the common flu) were framed positively (90% chance of no side effects) or negatively (10% chance of side effects). The authors found positive framing to be superior for low-involved respondents, but there was no framing effect for high-involved respondents.
关于健康信息的框架研究结果不一，不过有偏向负面框架的趋势。有研究假设，参与度可以解释这些相互矛盾的结果。作者选择了一个现实问题（婴儿免疫接种），根据受访者的情况，该问题被认为参与度高或低：有婴儿、怀孕或打算在未来12个月内怀孕的女性被认为参与度高；不属于这些类别的女性被认为参与度低。对成年女性的便利样本展示了一种假设的“新型”免疫接种，该接种可保护婴儿免受支气管炎和肺炎等呼吸道疾病的侵害。副作用（普通流感）以正面框架呈现（90%无副作用的几率）或以负面框架呈现（10%有副作用的几率）。作者发现，正面框架对参与度低的受访者更有效，但对参与度高的受访者没有框架效应。
