Department of Psychology, University of Essex, Colchester CO4 3SQ, UK.
Psychol Health. 2010 Mar;25(3):321-37. doi: 10.1080/08870440902759156.
The present study examines the persuasive effects of tailored health messages comparing those tailored to match (versus not match) both chronic cultural frame and momentarily salient cultural frame. Evidence from two studies (Study 1: n = 72 European Americans; Study 2: n = 48 Asian Americans) supports the hypothesis that message persuasiveness increases when chronic cultural frame, health message tailoring and momentarily salient cultural frame all match. The hypothesis was tested using a message about health risks of caffeine consumption among individuals prescreened to be regular caffeine consumers. After being primed for individualism, European Americans who read a health message that focused on the personal self were more likely to accept the message-they found it more persuasive, believed they were more at risk and engaged in more message-congruent behaviour. These effects were also found among Asian Americans who were primed for collectivism and who read a health message that focused on relational obligations. The findings point to the importance of investigating the role of situational cues in persuasive effects of health messages and suggest that matching content to primed frame consistent with the chronic frame may be a way to know what to match messages to.
本研究考察了定制健康信息的说服效果，比较了定制信息与慢性文化框架和当前突出文化框架相匹配（而非不匹配）的情况。来自两项研究（研究 1：n = 72 名欧洲裔美国人；研究 2：n = 48 名亚裔美国人）的证据支持了这样的假设，即当慢性文化框架、健康信息定制和当前突出的文化框架都相匹配时，信息的说服力会增强。该假设通过一个关于经常摄入咖啡因的个体健康风险的信息进行了检验，这些个体是经过预先筛选的咖啡因消费者。在被启动个人主义后，阅读关注个人自我的健康信息的欧洲裔美国人更有可能接受该信息——他们认为该信息更有说服力，相信自己面临更大的风险，并采取了更多与信息一致的行为。这些效应也在被启动集体主义的亚裔美国人中发现，他们阅读了一篇强调关系义务的健康信息。这些发现表明了研究情境线索在健康信息说服效果中的作用的重要性，并表明与慢性框架一致的情境线索相匹配的内容可能是确定要与信息相匹配的内容的一种方法。
