a Grady College of Journalism and Mass Communication , University of Georgia.
Health Commun. 2019 Jan;34(1):21-30. doi: 10.1080/10410236.2017.1384353. Epub 2017 Oct 20.
The current study examined the effects of framing in promotional health messages on intention to vaccinate against seasonal influenza virus. The findings of an experimental study (N = 86) indicated that exposure to both benefits and side effects of vaccination (gain-framed with risk disclosure message) led to lower intention to receive the flu vaccine. This relationship was mediated by both perceived vaccine efficacy and felt ambivalence in a serial order, revealing the underlying psychological mechanisms important for understanding health-related behaviors. Theoretical implications of constructing sub-framed messages are discussed and the concept of second-order framing is introduced.
本研究考察了在宣传保健信息时使用不同框架对季节性流感病毒疫苗接种意愿的影响。一项实验研究（N=86）的结果表明，接触疫苗接种的益处和副作用（带有风险披露信息的增益框架）会导致接种流感疫苗的意愿降低。这种关系以顺序方式由疫苗效力和感觉矛盾两个中介变量介导，揭示了理解与健康相关行为的重要心理机制。讨论了构建子框架信息的理论意义，并介绍了二阶框架的概念。
