Department of Psychology, University of Minnesota, Minneapolis, MN 55455, USA.
Psychol Health. 2010 Sep;25(7):821-38. doi: 10.1080/08870440902893708.
Health messages that provide gain- or loss-framed arguments have a differential impact on behavioural decision-making (Rothman & Salovey, 1997). Typically, gain-framed messages more effectively promote preventive health behaviours, which maintain health and minimise the risk of a health problem, whereas loss-framed messages more effectively promote detection behaviours, which involve the risk of finding a health problem. Two experiments tested the thesis that the risk implications of the behaviour are an important determinant of the persuasive impact of gain- and loss-framed appeals. Results revealed that when the risk associated with a health behaviour (either a prevention behaviour in Experiment 1 or a detection behaviour in Experiment 2) was low, participants responded more favourably to gain-framed messages. However, when the risk associated with the health behaviour (either prevention or detection) was high, participants responded more favourably to loss-framed messages. Discussion focuses on the importance of taking into account how individuals construe a behaviour when constructing framed appeals.
提供收益或损失框架论点的健康信息对行为决策有不同的影响（Rothman 和 Salovey，1997）。通常，收益框架的信息更有效地促进预防保健行为，这些行为可以保持健康并最小化健康问题的风险，而损失框架的信息更有效地促进检测行为，这些行为涉及发现健康问题的风险。两项实验检验了行为的风险含义是收益和损失框架呼吁的说服力的重要决定因素的论点。结果表明，当与健康行为相关的风险（实验 1 中的预防行为或实验 2 中的检测行为）较低时，参与者对收益框架的信息反应更为积极。然而，当与健康行为（预防或检测）相关的风险较高时，参与者对损失框架的信息反应更为积极。讨论重点关注在构建框架呼吁时考虑个人如何构建行为的重要性。
