Wong Norman C H, Cappella Joseph N
Department of Communication at the University of Oklahoma (
J Appl Commun Res. 2009;37(1):1-20. doi: 10.1080/00909880802593928.
This study examined the effects of sequencing different types of antismoking threat and efficacy appeals on smoking cessation intentions for smokers with low and high levels of readiness to quit. An experiment was done to test predictions based on Witte's (1992) Extended Parallel Process Model and research by Cho and Salmon (2006). A national probability sample of 555 adult smokers was recruited to take part in this study. Results found a positive two-way interaction effect between message threat and perceived level of message efficacy on intentions to seek help for quitting. A three-way interaction effect was found between message threat, perceived level of message efficacy, and readiness to quit on quitting intentions. Both threat and efficacy were important for smokers with low readiness to quit, whereas efficacy was most important among smokers with high readiness to quit. Implications of the results for antismoking campaigns are discussed along with limitations and future directions.
本研究考察了对戒烟意愿处于低水平和高水平的吸烟者，不同类型的反吸烟威胁诉求和效能诉求排序对其戒烟意愿的影响。开展了一项实验，以检验基于威特（1992年）扩展平行过程模型以及赵和萨尔蒙（2006年）的研究所做的预测。招募了一个由555名成年吸烟者组成的全国概率样本参与本研究。结果发现，信息威胁与感知到的信息效能水平之间，在寻求戒烟帮助的意愿上存在正向双向交互效应。在信息威胁、感知到的信息效能水平和戒烟意愿之间，在戒烟意图上发现了三向交互效应。对于戒烟意愿低的吸烟者，威胁和效能都很重要，而对于戒烟意愿高的吸烟者，效能最为重要。文中讨论了研究结果对反吸烟运动的启示以及局限性和未来方向。
