Millar Murray G, Houska Jeremy Ashton
Department of Psychology, University of Nevada, 4505 Maryland Parkway, Las Vegas, NV 89154, USA.
J Behav Med. 2007 Oct;30(5):403-9. doi: 10.1007/s10865-007-9113-8. Epub 2007 May 24.
This study examined the impact of fear control and danger control messages on intentions to perform health behaviors. It was hypothesized that persons high in masculinity would be more influenced by messages that address fear than messages that exclusively focus on the efficacy of the behavior (danger control). To test this proposition, 172 participants were classified into high and low masculinity groups according to their scores on the Bem Sex Role Inventory, and randomly assigned fear reducing or danger control messages either encouraging detection behavior (skin cancer self-examination) or promotion behavior (sunscreen usage). Highly masculine participants demonstrated greater behavioral intentions and more positive attitudes about the behavior when exposed to a fear-reducing message. The results suggest that it is possible to motivate adaptive health behavior even when a person is engaging in fear control.
本研究考察了恐惧控制信息和危险控制信息对健康行为意图的影响。研究假设，男性气质得分高的人会比那些只关注行为功效（危险控制）的信息更受应对恐惧信息的影响。为了验证这一命题，根据贝姆性别角色量表的得分，将172名参与者分为高男性气质组和低男性气质组，并随机分配减少恐惧或危险控制信息，这些信息要么鼓励检测行为（皮肤癌自我检查），要么鼓励促进行为（使用防晒霜）。高度男性化的参与者在接触减少恐惧的信息时，表现出更强的行为意图和对该行为更积极的态度。结果表明，即使一个人正在进行恐惧控制，也有可能激发适应性健康行为。
