Department of Communication, North Dakota State University, USA.
Health Commun. 2010 Dec;25(8):692-9. doi: 10.1080/10410236.2010.521910.
Health messages can be either informative or descriptive, and can emphasize either potential losses or gains. This study, guided by message framing theory and exemplification theory, specifically investigated the combined effects of messages with loss-gain frames mixed with statistics or exemplar appeals. The findings revealed a series of main effects and interactions for loss-gain frames and statistics-exemplar appeals on fetal alcohol spectrum disorder (FASD) prevention intention, intention to know more, perceived severity, perceived fear, perceived external efficacy, and perceived internal efficacy. The gain-statistics appeal showed an advantage in promoting perceived efficacy toward FASD, while the loss-exemplar appeal revealed an advantage in increasing prevention intention, perceived severity, and perceived fear toward FASD. Limitations and implications for future research are discussed.
健康信息可以是说明性的，也可以是描述性的，可以强调潜在的损失或收益。本研究以信息框架理论和例证理论为指导，专门研究了带有损益框架的信息与统计数据或例证诉求混合使用的综合效果。研究结果揭示了损益框架和统计数据-例证诉求对胎儿酒精谱系障碍（FASD）预防意图、了解更多的意图、感知严重程度、感知恐惧、感知外部功效和感知内部功效的一系列主要影响和相互作用。收益-统计数据诉求在提高对 FASD 的感知功效方面具有优势，而损失-例证诉求在增加对 FASD 的预防意图、感知严重程度和感知恐惧方面具有优势。讨论了研究的局限性和对未来研究的意义。
