a Department of Communication , University of Oklahoma , Norman , Oklahoma , USA.
J Health Commun. 2013;18(12):1402-21. doi: 10.1080/10810730.2013.798376. Epub 2013 Sep 9.
This study examined nonsmokers' emotional responses and intentions to promote smoking cessation after exposure to a gain- or loss-framed antismoking public service announcement (PSA). Participants were 183 nonsmokers, and results reveal that gain- and loss-framed antismoking PSAs elicited different types and levels of affect as a function of the message theme for the antismoking PSA. Although secondhand smoke PSAs elicited higher levels of anger toward smokers and fear of secondhand smoke, smoking addiction PSAs tended to elicit more guilt among nonsmokers. Elicited emotions were significant predictors of intentions, and overall, loss-framed appeals worked better than gain-framed appeals at increasing nonsmokers' intentions to talk to friends who smoke about quitting.
这项研究考察了非吸烟者在接触到以获得或损失为框架的反吸烟公益广告（PSA）后，对促进戒烟的情绪反应和意图。参与者为 183 名不吸烟者，结果表明，获得或损失框架的反吸烟 PSA 根据反吸烟 PSA 的信息主题引发了不同类型和程度的情感。虽然二手烟 PSA 引起了吸烟者更多的愤怒和对二手烟的恐惧，但吸烟成瘾 PSA 往往会引起非吸烟者更多的内疚感。引发的情绪是非吸烟者意图的重要预测因素，总的来说，损失框架的呼吁比获得框架的呼吁更能增加非吸烟者与吸烟朋友谈论戒烟的意图。
