Berenbaum Erin, Latimer-Cheung Amy E
School of Kinesiology and Health Studies, Queen's University, Kingston, Ontario, Canada.
J Sport Exerc Psychol. 2014 Jun;36(3):271-80. doi: 10.1123/jsep.2013-0207.
Gain-framed messages are more effective at promoting physical activity than loss-framed messages. However, the mechanism through which this effect occurs is unclear. The current experiment examined the effects of message framing on variables described in the communication behavior change model (McGuire, 1989), as well as the mediating effects of these variables on the message-frame-behavior relationship. Sixty low-to-moderately active women viewed 20 gain- or loss-framed ads and five control ads while their eye movements were recorded via eye tracking. The gain-framed ads attracted greater attention, ps < .05; produced more positive attitudes, p = .06; were better recalled, p < .001; influenced decisions to be active, p = .07; and had an immediate and delayed impact on behavior, ps < .05, compared with the loss-framed messages. Mediation analyses failed to reveal any significant effects. This study demonstrates the effects of framed messages on several outcomes; however, the mechanisms underlying these effects remain unclear.
获益框架信息在促进身体活动方面比损失框架信息更有效。然而，这种效果产生的机制尚不清楚。当前的实验研究了信息框架对沟通行为改变模型（麦圭尔，1989）中所描述变量的影响，以及这些变量在信息框架与行为关系中的中介作用。60名低至中度活跃的女性观看了20条获益框架或损失框架的广告以及5条对照广告，同时通过眼动追踪记录她们的眼动情况。与损失框架信息相比，获益框架广告吸引了更多关注，p值<.05；产生了更积极的态度，p =.06；被更好地回忆起来，p值<.001；影响了参与活动的决策，p =.07；并且对行为有即时和延迟影响，p值<.05。中介分析未能揭示任何显著影响。本研究证明了框架信息对多个结果的影响；然而，这些影响背后的机制仍不清楚。
