a Department of Psychology , Indiana University-Purdue University Fort Wayne , Fort Wayne , IN , USA.
b Owen Graduate School of Management , Vanderbilt University , Nashville , TN , USA.
Psychol Health. 2018 Jul;33(7):941-954. doi: 10.1080/08870446.2018.1453509. Epub 2018 Apr 18.
Previous research has provided evidence that colour associations and frame can influence behavioural intentions to engage in vaccination behaviours. In this study, the extension of these effects to sunscreen application behaviours was investigated. Additional colours and the manner in which colour primes were employed were also explored.
Two hundred and eighty-six college students were primed with either short wavelength colours (blue/purple) or long wavelength colours (red/orange) as part of goal framed sunscreen information pamphlets.
Self-reported behavioural intentions to apply sunscreen, immediate affective reaction to stimuli material, anticipated affect towards sunscreen use, and perceived efficacy of preventing skin cancer were measured.
Individuals with no prior intention to use sunscreen expressed greater behavioural intentions to do so after reading a positively framed sunscreen pamphlet that was designed using short wavelength colours. The negatively framed messages and those presented in long wavelength colours did not enhance persuasion.
In accordance with the Unification Theory of Framing, a match between the representations of the target behaviour, the colour prime, and the frame resulted in the greatest amount of persuasion. Creating communications with representations that match the target behaviour could be a powerful tool to increase compliance.
先前的研究已经提供了证据，表明颜色联想和框架可以影响接种疫苗行为的行为意向。在这项研究中，研究了这些影响扩展到防晒霜应用行为的情况。还探索了其他颜色和使用颜色启动的方式。
286 名大学生作为目标框架防晒霜信息小册子的一部分，接受短波长颜色（蓝色/紫色）或长波长颜色（红色/橙色）的启动。
自我报告的涂抹防晒霜的行为意向、对刺激材料的即时情感反应、对使用防晒霜的预期影响以及预防皮肤癌的感知效果。
没有先前使用防晒霜意向的个体在阅读使用短波长颜色设计的正面框架防晒霜小册子后，表示更愿意这样做。负面框架的信息和使用长波长颜色呈现的信息并没有增强说服力。
根据框架统一理论，目标行为、颜色启动和框架的表示之间的匹配产生了最大的说服力。创建与目标行为匹配的表示形式的传播可能是提高合规性的有力工具。
