School for Public Health and Primary Care (CAPHRI), Maastricht University, Maastricht, The Netherlands.
Psychol Health. 2010 Mar;25(3):339-49. doi: 10.1080/08870440802530798.
Health-promoting messages can be framed in terms of the gains associated with healthy behaviour, or the losses associated with unhealthy behaviour. Studies show inconsistent results as to which type of framing is more effective. In this study, we examined the influence of self-efficacy to perform skin self-examination on the effects of gain- and loss-framed skin-cancer detection messages among 124 university students. For participants with high self-efficacy, a loss-framed message resulted in a higher intention to perform skin self-examination than a gain-framed message. For participants with low self-efficacy, there were no differences in intention between the gain- and loss-framed message conditions. Our results suggest that self-efficacy levels play an important role in message-framing effects. For health communication strategies promoting the active detection of skin-cancer symptoms, messages stressing losses may be more effective than messages stressing gains, but only in persons with high self-efficacy. In addition, our results suggest that health promoting messages can be framed to match recipients' self-efficacy levels.
健康促进信息可以从健康行为相关的收益或不健康行为相关的损失来进行构建。研究表明，哪种类型的构建更有效存在不一致的结果。在这项研究中，我们研究了自我效能感对 124 名大学生进行皮肤癌检测信息的增益和损失框架的影响。对于自我效能感高的参与者，损失框架的信息比增益框架的信息更能提高进行皮肤自我检查的意愿。对于自我效能感低的参与者，在增益和损失框架信息条件之间，意图没有差异。我们的研究结果表明，自我效能感水平在信息构建效果中起着重要作用。对于促进积极检测皮肤癌症状的健康传播策略，强调损失的信息可能比强调收益的信息更有效，但仅在自我效能感高的人群中有效。此外，我们的研究结果表明，可以根据收件人的自我效能感水平来构建健康促进信息。
