Department of Digital Media, Myongji University, 50-3 Namgajwadong, Seodaemungu,120-728 Seoul, Korea.
J Health Psychol. 2012 Sep;17(6):929-40. doi: 10.1177/1359105311428536. Epub 2011 Dec 20.
This study examined how message framing effects can be moderated by two types of risk: (a) perceived effectiveness in preventing a risk and (b) perceived susceptibility to the risk. The results indicate that the perceived effectiveness moderated framing effects on the intention to use sunscreen such that a loss-framed message was more effective when perceived effectiveness was low, whereas a gain-framed message was more effective when perceived effectiveness was high. In addition, perceived susceptibility to skin cancer moderated framing effects on the intention to use sunscreen and the intention to wear long pants such that a loss-framed message was more effective when perceived susceptibility was high.
(a)预防风险的感知有效性,以及(b)对风险的感知易感性。结果表明,感知有效性调节了防晒使用意图的框架效应,即当感知有效性较低时,损失框架的信息更有效,而当感知有效性较高时,收益框架的信息更有效。此外,对皮肤癌的感知易感性调节了防晒使用意图和穿长裤意图的框架效应,即当感知易感性较高时,损失框架的信息更有效。