School of Journalism and Mass Communication, University of Wisconsin-Madison, WI, USA.
Health Psychol. 2012 Jan;31(1):114-21. doi: 10.1037/a0024702. Epub 2011 Jul 18.
Researchers argue that gain-framed messages should be more effective for prevention behaviors, while loss frames should be more effective for detection behaviors (Rothman & Salovey, 1997). Evidence for this taxonomy has been mixed. This study examines whether the effects of gain- and loss-framed messages on HIV-testing intentions is moderated by perceived risk of a positive result.
This experiment was conducted online and utilized a single factor (frame: gain/loss) between subjects design, with a separate HIV-test promotion control and a no message control to examine whether perceived risk of a positive test result moderates the effects of framed messages on intentions to seek an HIV test in the next 3 months. The sample (N = 1052; M age = 22, SD = 2.22), recruited through Survey Sampling International, included 51% Black women (49% White women).
HIV-test promotion messages were more effective than no message, but there were no other main effects for condition. Results also demonstrated a significant interaction between message frame and perceived risk, which is mediated through elaborative processing of the message. The interaction demonstrated an advantage for the loss-framed message among women with some perceived risk and an advantage for the gain-framed message among women with low perceived risk.
Results imply that the prevention/detection function of the behavior may be an inadequate distinction in the consideration of the effectiveness of framed messages promoting HIV testing. Rather, this study demonstrates that risk perceptions are an important moderator of framing effects.
研究人员认为，增益框架信息对于预防行为应该更有效，而损失框架信息对于检测行为更有效（Rothman & Salovey，1997）。关于这种分类法的证据参差不齐。本研究检验了增益和损失框架信息对 HIV 检测意向的影响是否受到对阳性结果的感知风险的调节。
该实验在线进行，采用了单因素（框架：增益/损失）被试间设计，有单独的 HIV 检测促进控制和无信息控制，以检验对阳性检测结果的感知风险是否调节了框架信息对未来 3 个月内寻求 HIV 检测意向的影响。样本（N=1052；M 年龄=22，SD=2.22）通过 Survey Sampling International 招募，包括 51%的黑人女性（49%的白人女性）。
HIV 检测促进信息比无信息更有效，但条件没有其他主要效果。结果还表明，信息框架和感知风险之间存在显著的交互作用，这是通过对信息的详尽处理来介导的。这种交互作用表明，对于一些感知风险的女性，损失框架信息具有优势，而对于感知风险较低的女性，增益框架信息具有优势。
结果表明，行为的预防/检测功能可能不足以区分促进 HIV 检测的框架信息的有效性。相反，本研究表明，风险感知是框架效应的一个重要调节因素。
