Department of Public Administration and Management, National University of Tainan, 33, Section 2, Shu-Lin St., Tainan 700, Taiwan.
Int J Environ Res Public Health. 2017 Dec 4;14(12):1507. doi: 10.3390/ijerph14121507.
The health costs of colorectal cancer have increased over the years in Taiwan. The National Health Insurance Administration (NHI) and the Health Promotion Administration of the Ministry of Health and Welfare (MOHW) in Taiwan advocate that people have to change their unhealthy behaviors; however, the number of patients of colorectal cancer is increasing annually. This research discussed the effects of healthy diet advocacy advertisements (ads) on healthy diet behavior intentions as influenced by the interactions between regulatory focus theory (RFT) and message framing effects. Both regulatory focus theory and message framing effect were discussed for the relationship between advertisement and behavior change in many fields, such as health-related behavior, pro-environmental behavior, consumer choice, etc. We executed an experiment with four different types of public health advocacy ads. A 2 (regulatory focus: promotion vs. prevention) × 2 (message framing: gain framing vs. loss framing) two-factor experiment was adopted, and 201 valid participants responded to the questionnaire. Results indicated that if the ad's regulatory focus is promotion focus, viewers' attitudes toward the ad and their behavior intentions are more positive when the slogan of the ad is gain framing rather than loss framing via the multiple analysis of variance (MANOVA), and vice versa. Respondents found the communication easier to comprehend when the ads evoked the respondents' regulatory focus and applied the appropriate message framing, thus improving the efficacy of health-related advertising. We offer suggestions regarding the future use of health-related advertising for the MOHW.
台湾的结直肠癌健康成本多年来一直在增加。台湾的全民健康保险署（NHI）和卫生福利部健康促进署（MOHW）主张人们必须改变不健康的行为；然而，结直肠癌患者的数量每年都在增加。本研究探讨了健康饮食倡导广告（ads）对健康饮食行为意向的影响，这些影响受到调节焦点理论（RFT）和信息框架效应的相互作用的影响。调节焦点理论和信息框架效应在许多领域（如健康相关行为、亲环境行为、消费者选择等）都被讨论过，以研究广告与行为改变之间的关系。我们用四种不同类型的公共卫生倡导广告进行了一项实验。采用了 2（调节焦点：促进焦点与预防焦点）×2（信息框架：收益框架与损失框架）的两因素实验，有 201 名有效参与者回答了问卷。结果表明，如果广告的调节焦点是促进焦点，那么当广告的口号是收益框架而不是损失框架时，观众对广告的态度和他们的行为意向会更积极，通过多元方差分析（MANOVA），反之亦然。当广告唤起受访者的调节焦点并应用适当的信息框架时，受访者会发现沟通更容易理解，从而提高与健康相关的广告的效果。我们为 MOHW 未来使用与健康相关的广告提供了建议。
