Ferguson Eamonn, Gallagher Laura
Risk Analysis, Social Processes and Health group, School of Psychology, School of Psychology, University of Nottingham, UK.
Br J Psychol. 2007 Nov;98(Pt 4):667-80. doi: 10.1348/000712607X190692.
People respond differently when information is framed either positively or negatively (frame valence). Two prominent models propose that the effects of valence are moderated by (1) the method of framing (attributes vs. goals: Levin, Schneider, & Gaeth, 1998) and (2) perceived risk (Rothman & Salovey, 1997). This experiment (N=200) explores the joint influence of both of these moderators with respect to decisions about a flu vaccination. The study extends previous work by integrating these two models and exploring the moderating effects of two different aspects of perceived risk (personal outcome effectiveness and procedural risk). The results show that personal outcome effectiveness indirectly links frames to intentions. Procedural risk moderates the relationship between valence and method in a manner consistent with predictions from Levin et al.. Partial support for the model proposed by Rothman and Salovey are observed for goal frames only.
当信息以积极或消极的方式构建时（框架效价），人们的反应会有所不同。两个著名的模型提出，效价的影响受到以下因素的调节：（1）框架构建的方法（属性与目标：Levin、Schneider和Gaeth，1998年）以及（2）感知风险（Rothman和Salovey，1997年）。本实验（N = 200）探讨了这两个调节因素对流感疫苗接种决策的联合影响。该研究通过整合这两个模型并探讨感知风险的两个不同方面（个人结果有效性和程序风险）的调节作用，扩展了先前的研究。结果表明，个人结果有效性间接将框架与意图联系起来。程序风险以与Levin等人的预测一致的方式调节效价与方法之间的关系。仅在目标框架中观察到对Rothman和Salovey提出的模型的部分支持。
