Moorman Marjolein, van den Putte Bas
The Amsterdam School of Communications Research ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012 CX Amsterdam, The Netherlands.
Addict Behav. 2008 Oct;33(10):1267-75. doi: 10.1016/j.addbeh.2008.05.010. Epub 2008 May 24.
This study explores the combined effect of message framing, intention to quit smoking, and nicotine dependence on the persuasiveness of smoking cessation messages. Pre- and post-message measures of quit intention, attitude toward smoking cessation, and perceived behavioral control were taken in two separate waves from current cigarette smokers with varying levels of nicotine dependence (N=151). In the second wave, participants were randomly assigned to one of two groups. In the first group, participants read a smoking cessation message which emphasized the benefits of quitting (positive frame). In the second group participants read a message which emphasized the costs of not quitting (negative frame). Results show that smokers' intentions to quit smoking and their level of nicotine dependence jointly influence the persuasiveness of positive and negative message frames. When nicotine dependence and quitting intention are both high, a negative frame works best. Conversely, a positive frame is preferable when nicotine dependence or quitting intention is low. Smokers' level of processing is proposed as the underlying mechanism explaining the different effects of message frames.
本研究探讨了信息框架、戒烟意愿和尼古丁依赖对戒烟信息说服力的综合影响。对尼古丁依赖程度不同的当前吸烟者（N = 151）分两波进行了信息前后的戒烟意愿、对戒烟的态度以及感知行为控制的测量。在第二波中，参与者被随机分为两组。第一组参与者阅读强调戒烟益处的戒烟信息（积极框架）。第二组参与者阅读强调不戒烟代价的信息（消极框架）。结果表明，吸烟者的戒烟意愿和尼古丁依赖程度共同影响积极和消极信息框架的说服力。当尼古丁依赖和戒烟意愿都很高时，消极框架效果最佳。相反，当尼古丁依赖或戒烟意愿较低时，积极框架更可取。吸烟者的信息处理水平被认为是解释信息框架不同效果的潜在机制。
