Hall Sue, Bishop Amanda J, Marteau Theresa M
Health Psychology Section, Department of Psychology, Institute of Psychiatry, King's College London, UK.
Br J Health Psychol. 2006 May;11(Pt 2):333-43. doi: 10.1348/135910705X52282.
The aim of this study is to investigate the impact of changing the conventional threat-before-efficacy order of threat messages on the persuasiveness of a leaflet informing women smokers of the link between smoking and cervical cancer.
The study used a between-groups design in which women smokers were sequentially allocated to one of three groups. Two groups received one of two leaflets aimed at providing information about the link between smoking and cervical cancer: one provided threat-before-efficacy information; the other provided efficacy-before-threat information. The third group received no leaflet.
Participants (N=178) were recruited by a commercial survey organization. Purposeful sampling was used to ensure that women with a wide range of ages and educational qualifications were included. Outcomes were intention to stop smoking, recall of information, and threat and efficacy perceptions.
Although women in the 'efficacy-before-threat' group recalled more efficacy information, and those in the 'threat-before-efficacy' group recalled more threat information, the leaflets were similarly persuasive. Compared with women not given a leaflet, those given either of the two leaflets had greater intentions to stop smoking and higher threat and efficacy perceptions.
Informing women of the link between smoking and cervical cancer increases their intentions to stop smoking. Changing the order of threat and efficacy information does not influence the persuasiveness of this message. Order effects may be more likely in experimental contexts using weaker messages or those that are not novel.
本研究旨在调查改变威胁信息中传统的“先威胁后效能”顺序对一份告知女性吸烟者吸烟与宫颈癌之间联系的传单说服力的影响。
该研究采用组间设计，将女性吸烟者依次分配到三组中的一组。两组收到旨在提供吸烟与宫颈癌之间联系信息的两种传单之一：一种提供先威胁后效能的信息；另一种提供先效能后威胁的信息。第三组未收到传单。
参与者（N = 178）由一家商业调查机构招募。采用目的抽样法以确保纳入不同年龄和教育程度的女性。结果包括戒烟意愿、信息回忆以及威胁和效能感知。
尽管“先效能后威胁”组的女性回忆起更多的效能信息，而“先威胁后效能”组的女性回忆起更多的威胁信息，但这些传单的说服力相似。与未收到传单的女性相比，收到两种传单之一的女性有更强的戒烟意愿以及更高的威胁和效能感知。
告知女性吸烟与宫颈癌之间的联系会增加她们的戒烟意愿。改变威胁和效能信息的顺序不会影响该信息的说服力。在使用较弱信息或非新颖信息的实验情境中，顺序效应可能更有可能出现。
