Kim Hye Kyung, Lee Tae Kyoung
a Wee Kim Wee School of Communication and Information , Nanyang Technological University , Singapore.
b Department of Communication , University of Utah , Salt Lake City , UT , USA.
J Health Commun. 2017 Dec;22(12):990-998. doi: 10.1080/10810730.2017.1396629. Epub 2017 Dec 4.
This study examines how current smokers respond differently to gain-loss-framed antismoking narratives depending on their stages of change to quit smoking. An experiment (N = 461) was conducted with a 2 (narrative perspective: first person vs. third person) × 2 (framing: gain vs. loss) factorial design having smoker's stage of change (precontemplation vs. contemplation/preparation) as a moderator. We observed differential framing effects depending on smoker's current stages of change only when they were exposed to first-person narratives. For precontemplators, a loss-framed (vs. a gain-framed) first-person narrative induced greater quit intentions and stage progression. Conversely, among contemplators and preparers, a gain-framed (vs. a loss-framed) first-person narrative led to greater quit intentions and stage progression. These interactive patterns were partly mediated by self-referencing and perceived similarity. This study proposes an alternative mechanism to explain the conditional framing effect by stages of change and highlights the importance of tailoring messages to smoker's psychosocial characteristics and needs.
本研究考察了当前吸烟者如何根据其戒烟的改变阶段，对得失框架的反吸烟叙事做出不同反应。进行了一项实验（N = 461），采用2（叙事视角：第一人称与第三人称）×2（框架：得与失）析因设计，并将吸烟者的改变阶段（未考虑戒烟与考虑/准备戒烟）作为调节变量。我们发现，只有当吸烟者接触第一人称叙事时，才会根据其当前的改变阶段观察到不同的框架效应。对于未考虑戒烟者，第一人称的失框架（相对于得框架）叙事会引发更强的戒烟意愿和阶段进展。相反，在考虑戒烟者和准备戒烟者中，第一人称的得框架（相对于失框架）叙事会导致更强的戒烟意愿和阶段进展。这些交互模式部分由自我参照和感知相似性介导。本研究提出了一种替代机制来解释改变阶段的条件框架效应，并强调了根据吸烟者的心理社会特征和需求量身定制信息的重要性。
