a School of Journalism and Mass Communication , University of Minnesota.
b Division of Intramural Research , National Institute on Minority Health and Health Disparities.
Health Commun. 2018 Dec;33(12):1454-1461. doi: 10.1080/10410236.2017.1359032. Epub 2017 Aug 29.
Health message design combines selected visual and textual components that are thought to work in concert to produce a particular intended message effect. Most health message effects research assumes rather than determines that message recipients attend to those visual and textual components. In contrast, the present research mapped viewing patterns of 50 participants in response to a set of anti-binge drinking print messages using eye-tracking methodology. Results showed that participants primarily viewed faces of persons portrayed in the messages, as well as alcohol use cues and cryptic one-liners. Textual components (e.g., information about consequences of heavy drinking) were viewed infrequently and briefly. Viewing patterns were associated with perceptions of message effectiveness, but more so for women than for men. Additionally, men, for whom anti-binge drinking messages were more self-relevant than for women, viewed message components more often and longer than women. These findings suggest that when message recipients view a self-relevant health message, they may attend primarily to a subset of components that do not necessarily convey the full message.
健康信息设计将经过选择的视觉和文字元素组合在一起，这些元素被认为可以协同作用，产生特定的预期信息效果。大多数健康信息效果研究假设信息接收者会关注这些视觉和文字元素，而不是确定他们会关注这些元素。相比之下，本研究使用眼动追踪方法，对 50 名参与者对一组反狂饮印刷信息的反应进行了观看模式映射。结果表明，参与者主要观看信息中所描绘人物的面部，以及酒精使用提示和隐晦的警句。文字元素（例如，关于大量饮酒后果的信息）很少被观看，而且时间很短。观看模式与信息有效性的认知有关，但对女性的影响比对男性的影响更大。此外，对于男性来说，反狂饮信息比女性更与自身相关，他们比女性更频繁、更长时间地观看信息元素。这些发现表明，当信息接收者观看与自身相关的健康信息时，他们可能主要关注不一定传达完整信息的一组元素。
