Park Sun-Young
Department of Communication, Drury University, Springfield, Missouri 65802, USA.
Health Mark Q. 2012;29(4):283-302. doi: 10.1080/07359683.2012.732847.
This study investigates the effects of framing and risk perception, and their interaction effects on human papillomavirus (HPV) vaccination. Based on a 2 (message frames) × 2 (perceived risk) experimental design, the interaction effects reveal the effectiveness of loss- (vs. gain-) framed messages would be maximized for high (vs. low) perceived risk condition. Based on regulatory fit principles the synergy effects are shown in terms of attitudes toward advertising and HPV vaccination, HPV vaccination intention, and ad-promoted behavioral intention. The findings indicate right message appeals should be selected for the right target audiences in the setting of HPV vaccine promotions.
本研究调查了框架效应和风险认知及其对人乳头瘤病毒（HPV）疫苗接种的交互作用。基于2（信息框架）×2（感知风险）的实验设计，交互作用表明，对于高（相对于低）感知风险状况，损失（相对于收益）框架信息的有效性将最大化。基于调节匹配原则，在对广告和HPV疫苗接种的态度、HPV疫苗接种意愿以及广告促进的行为意愿方面显示出协同效应。研究结果表明，在HPV疫苗推广中，应针对合适的目标受众选择合适的信息诉求。
