Department of Communication, Appalachian State University, Boone, North Carolina 28608, USA.
J Health Commun. 2011 Mar;16(3):264-81. doi: 10.1080/10810730.2010.529490.
Health communication interventions encouraging exercise may aid in mitigating the obesity crisis in the United States. Although much research has investigated behavioral predictors of exercise, little work has explored message characteristics most persuasive in the exercise context. The purpose of this study, therefore, was to test a message strategy drawing on previous work in health behavior theory combined with persuasion theories (exemplification theory and prospect theory) to encourage positive exercise attitudes, control beliefs, and intentions. The authors report the results of a controlled experiment testing messages using gain or loss frames and narrative or statistical evidence. Results indicate that gain-framed messages are significantly more successful in promoting positive exercise variables and are perceived as more effective than are loss-framed or control messages. The authors discuss the implications of the results for future research.
健康传播干预措施鼓励运动可能有助于减轻美国的肥胖危机。虽然有大量研究调查了运动的行为预测因素，但很少有研究探索在运动背景下最有说服力的信息特征。因此，本研究的目的是测试一种基于健康行为理论和说服理论（例证理论和前景理论）的信息策略，以鼓励积极的运动态度、控制信念和意图。作者报告了一项使用收益或损失框架和叙述或统计证据测试信息的对照实验的结果。结果表明，收益框架的信息在促进积极的运动变量方面更为成功，并且被认为比损失框架或控制信息更有效。作者讨论了这些结果对未来研究的意义。
