Ranjit Yerina S, Snyder Leslie B, Hamilton Mark A, Rimal Rajiv N
a Yale University School of Medicine , New Haven , Connecticut , USA.
b Department of Communication , University of Connecticut , Storrs , Connecticut , USA.
J Health Commun. 2017 Aug;22(8):672-681. doi: 10.1080/10810730.2017.1341569. Epub 2017 Jul 28.
Traffic road accidents are one of the leading causes of mortality in Nepal and around the world. Drivers in Nepal are not adequately educated about road safety rules. Road conditions are chaotic as traffic regulations are also not strictly enforced. Public safety campaigns may be able to alter drivers' attitudes and behaviors; however, little is known about which persuasive strategies may be most effective. Drawing on self-determination theory and the Health Belief Model, the current study used a post-only experimental design to test the impact of a short video message. The video included collective vs. individual appeals, and messages emphasizing one's ability to make the right choice (autonomy support) vs. directive language. Participants were Nepali college students (mean age 20, N = 199). Using structural equation modeling, the study found that directive messages rather than autonomy support influenced an individual seeing value in the recommended behavior (identified regulation), which in turn influenced perceived susceptibility, perceived severity, and behavioral intention. The study also proposed a behavior change model by incorporating the stage of identification with the message upon exposure. This model aims to expand the model proposed by the Health Belief Model, to include a stage of value identification before cues to action influence perception of threat. Further implications are discussed.
交通事故是尼泊尔乃至全球主要的死亡原因之一。尼泊尔的司机未得到关于道路安全规则的充分教育。由于交通法规也未得到严格执行，道路状况混乱。公共安全宣传活动或许能够改变司机的态度和行为；然而，对于哪种说服策略可能最为有效却知之甚少。基于自我决定理论和健康信念模型，本研究采用仅后测实验设计来测试短视频信息的影响。该视频包含集体诉求与个人诉求，以及强调个人做出正确选择的能力（自主支持）与指令性语言的信息。参与者为尼泊尔大学生（平均年龄20岁，N = 199）。通过结构方程模型，研究发现指令性信息而非自主支持影响个体对推荐行为的价值认知（认同调节），这进而影响感知易感性、感知严重性和行为意图。该研究还通过纳入接触信息时对信息的认同阶段提出了一个行为改变模型。此模型旨在扩展健康信念模型所提出的模型，在行动线索影响威胁感知之前纳入一个价值认同阶段。文中还讨论了进一步的意义。
