a Center for Community-Based Research, Dana-Farber Cancer Institute (DFCI), Boston, MA, USA. , Boston , MA.
b Department of Social and Behavioral Sciences, Harvard School of Public Health, Boston, MA, USA , Boston , MA.
J Health Commun. 2018;23(7):597-605. doi: 10.1080/10810730.2018.1493062. Epub 2018 Jul 6.
Research on health campaigns and interpersonal communication has seldom examined how campaign message exposure can influence the transmission of campaign-relevant information into interpersonal communication. Specifically, an individual exposed to a campaign message may send the message's core argument (replication) or other campaign-consistent information (extension) to additional campaign targets. Replication and extension may enhance campaign effects because they are expected to extend a campaign's reach and produce more campaign-consistent communication. Using a randomized controlled experiment, this study examined how exposure to why-quit and how-to-quit themed antismoking messages influences replication and extension. Study results showed that while both why-quit and how-to-quit messages were successful in increasing replication, only why-quit messages were successful in influencing extension. The study results demonstrate that there is variation in the degree of how messages can successfully be replicated or extended in interpersonal contexts, which can inform campaign development.
关于健康运动和人际传播的研究很少考察运动信息的接触如何影响运动相关信息在人际传播中的传播。具体来说，接触运动信息的个人可能会向其他运动目标发送信息的核心论点（复制）或其他与运动一致的信息（扩展）。复制和扩展可以增强运动效果，因为它们有望扩大运动的覆盖面，并产生更多与运动一致的沟通。本研究采用随机对照实验，考察了接触为何戒烟和如何戒烟主题的反吸烟信息如何影响复制和扩展。研究结果表明，虽然为何戒烟和如何戒烟的信息都成功地增加了复制，但只有为何戒烟的信息成功地影响了扩展。研究结果表明，在人际环境中，信息可以成功复制或扩展的程度存在差异，这可以为运动的发展提供信息。
