School of Psychology, Trinity College, University of Dublin, Ireland.
Br J Health Psychol. 2011 May;16(Pt 2):418-29. doi: 10.1348/135910710X520088. Epub 2011 Mar 11.
This study sought to ascertain whether the health message 'framing effect', which has been observed for several diseases, occurs for messages concerning the consequences of skin cancer for one's appearance or one's health. Specifically, the effect of the frame and focus of health messages on intentions to perform skin protection behaviours and the perceived threat of skin cancer was investigated.
Consistent with previous research and to avoid carry-over effects, a two-factor, between-groups (message frame: gain vs. loss × message focus: appearance vs. health) design was used.
Participants (N= 390) were recruited using convenience sampling and presented with one of four health messages, which were embedded in a questionnaire concerning beliefs about skin cancer (intentions to perform different skin protection behaviours, the perceived threat of skin cancer) and body consciousness. The health messages were framed in terms of loss (risks of sun exposure) or gain (benefits of skin protection) and focused on the consequences of sun exposure for one's appearance or one's health. The primary outcome measures were responses on rating scales concerning the perceived threat of skin cancer, intentions to perform different skin cancer protection behaviours, and body consciousness.
Perceived threat of skin cancer was found to be greater for appearance-focused messages and intentions to perform different skin protection behaviours were greater for loss-framed messages. These findings held when individual differences in body consciousness were controlled for.
These findings suggest that, for the communication of information about skin cancer to be effective, messages must focus on the impact of sun exposure and inadequate skin protection for people's appearance, not just their health. Moreover, to maximize effectiveness, health messages about skin cancer should take account of dispositional differences in the importance placed upon one's appearance.
本研究旨在确定“健康信息框架效应”是否适用于有关皮肤癌对个人外貌或健康后果的信息，该效应已在多种疾病中得到观察。具体而言，本研究调查了健康信息的框架和焦点对皮肤保护行为意向和皮肤癌感知威胁的影响。
为了避免延续效应，本研究采用了两因素、组间（信息框架：收益与损失×信息焦点：外貌与健康）设计，这与之前的研究一致。
参与者（N=390）通过便利抽样招募，并在一份关于皮肤癌信念（执行不同皮肤保护行为的意向、皮肤癌感知威胁）和身体意识的问卷中呈现了四种健康信息之一。健康信息以损失（暴露于阳光下的风险）或收益（皮肤保护的益处）为框架，并关注暴露于阳光下对个人外貌或健康的后果。主要的测量指标是对皮肤癌感知威胁、执行不同皮肤保护行为的意向和身体意识的评分量表上的回答。
发现对外貌关注的信息会导致更大的皮肤癌感知威胁，而对损失框架的信息会导致更大的执行不同皮肤保护行为的意向。当控制个体的身体意识差异时，这些发现仍然成立。
这些发现表明，为了使有关皮肤癌的信息传播有效，信息必须关注阳光暴露和皮肤保护不足对人们外貌的影响，而不仅仅是健康。此外，为了最大限度地提高效果，有关皮肤癌的健康信息应考虑到个体对外貌重要性的不同倾向。
