Stavrositu Carmen D, Kim Jinhee
a Department of Communication , University of Colorado , Colorado Springs.
Health Commun. 2015;30(5):485-95. doi: 10.1080/10410236.2013.867296. Epub 2014 Jun 30.
This study examined the extent to which narative versus nonnarrative blogs and compliant versus defiant user comments affect optimistic bias and behavioral intentions related to skin cancer prevention. Participants (N = 181) read one of four versions of a blog post about skin cancer that described a blogger's journey with skin cancer diagnosis and treatment, and included specific recommendations for skin cancer prevention. The post was written in either narrative or nonnarrative style, and was accompanied by reader comments that either agreed or disagreed with the prevention recommendations provided. Findings indicate that blog format reduces optimistic bias and increases behavioral intentions. Specifically, narrative blogs affect the two outcomes by way of eliciting transportation into the narrative world. Blog comments, on the other hand, were shown to have inconsistent effects on optimistic bias and behavioral intentions, via perceived social norms. While the social norms elicited by compliant blog comments had a direct positive effect on behavioral intentions, the indirect effect (via optimistic bias) was negative. Theoretical and practical implications, as well as suggestions for future research, are discussed.
本研究考察了叙事性与非叙事性博客以及顺从性与挑衅性用户评论在多大程度上影响与皮肤癌预防相关的乐观偏差和行为意图。参与者（N = 181）阅读了一篇关于皮肤癌的博客文章的四个版本之一，该文章描述了一位博主患皮肤癌的诊断和治疗过程，并包含了皮肤癌预防的具体建议。文章采用叙事或非叙事风格撰写，并附有读者对所提供预防建议表示同意或不同意的评论。研究结果表明，博客形式会降低乐观偏差并增加行为意图。具体而言，叙事性博客通过引发读者进入叙事世界来影响这两个结果。另一方面，博客评论通过感知到的社会规范，对乐观偏差和行为意图产生不一致的影响。虽然顺从性博客评论引发的社会规范对行为意图有直接的积极影响，但（通过乐观偏差的）间接影响却是负面的。文中讨论了理论和实际意义以及对未来研究的建议。
