Toll Benjamin A, O'Malley Stephanie S, Katulak Nicole A, Wu Ran, Dubin Joel A, Latimer Amy, Meandzija Boris, George Tony P, Jatlow Peter, Cooney Judith L, Salovey Peter
Yale University School of Medicine, Department of Psychiatry, New Haven, CT 06511, USA.
Psychol Addict Behav. 2007 Dec;21(4):534-44. doi: 10.1037/0893-164X.21.4.534.
Prospect theory suggests that because smoking cessation is a prevention behavior with a fairly certain outcome, gain-framed messages will be more persuasive than loss-framed messages when attempting to encourage smoking cessation. To test this hypothesis, the authors randomly assigned participants (N=258) in a clinical trial to either a gain- or loss-framed condition, in which they received factually equivalent video and printed messages encouraging smoking cessation that emphasized either the benefits of quitting (gains) or the costs of continuing to smoke (losses), respectively. All participants received open label sustained-release bupropion (300 mg/day) for 7 weeks. In the intent-to-treat analysis, the difference between the experimental groups by either point prevalence or continuous abstinence was not statistically significant. Among 170 treatment completers, however, a significantly higher proportion of participants were continuously abstinent in the gain-framed condition as compared with the loss-framed condition. These data suggest that gain-framed messages may be more persuasive than loss-framed messages in promoting early success in smoking cessation for participants who are engaged in treatment.
前景理论表明，由于戒烟是一种结果相当确定的预防行为，因此在试图鼓励戒烟时，采用获益框架的信息比采用损失框架的信息更具说服力。为了验证这一假设，作者在一项临床试验中，将参与者（N = 258）随机分配到获益框架组或损失框架组，在这两组中，他们分别收到内容基本相同的视频和印刷信息，这些信息鼓励戒烟，分别强调了戒烟的益处（获益）或继续吸烟的代价（损失）。所有参与者均接受为期7周的开放标签缓释安非他酮（300毫克/天）治疗。在意向性分析中，无论是按点患病率还是持续戒烟率计算，实验组之间的差异均无统计学意义。然而，在170名完成治疗的参与者中，与损失框架组相比，获益框架组中持续戒烟的参与者比例显著更高。这些数据表明，对于正在接受治疗的参与者，在促进戒烟早期成功方面，采用获益框架的信息可能比采用损失框架的信息更具说服力。
