Gerend Mary A, Shepherd Melissa A
Florida State University, USA.
J Health Psychol. 2013 Oct;18(10):1296-306. doi: 10.1177/1359105312463587. Epub 2012 Nov 23.
We investigated the effects of gain-framed versus loss-framed messages and motivational orientation on calcium consumption. After completing a motivational orientation scale (behavioral inhibition system/behavioral activation system), undergraduate women (N = 141) were randomly assigned to read a gain-framed or loss-framed pamphlet promoting calcium consumption. Calcium consumption was assessed 1 month later. For calcium supplement behavior, a gain-framed advantage was observed for behavioral activation system-oriented individuals, whereas a loss-framed advantage was observed for behavioral inhibition system-oriented individuals. For dietary calcium intake, a gain-framed advantage was observed among behavioral activation system-oriented individuals; however, no framing effect emerged for behavioral inhibition system-oriented individuals. The success of framed messages depends on the message recipient's motivational orientation.
我们研究了收益框架与损失框架信息以及动机取向对钙摄入量的影响。在完成一个动机取向量表（行为抑制系统/行为激活系统）后，本科女生（N = 141）被随机分配去阅读一份宣传补钙的收益框架或损失框架的小册子。1个月后评估钙摄入量。对于补钙行为，以行为激活系统为导向的个体表现出收益框架优势，而以行为抑制系统为导向的个体则表现出损失框架优势。对于膳食钙摄入量，以行为激活系统为导向的个体中观察到收益框架优势；然而，以行为抑制系统为导向的个体未出现框架效应。框架信息的效果取决于信息接收者的动机取向。
