Department of Communication and Journalism, Oakland University.
Department of Communication, University of Maryland, College Park.
Health Commun. 2019 Nov;34(12):1454-1460. doi: 10.1080/10410236.2018.1499702. Epub 2018 Jul 24.
This study examines the moderating role of message framing in narrative persuasion in the context of promoting smoking cessation. A controlled experiment involving 101 college smokers revealed a significant interaction effect between message framing (gain-framing vs. loss-framing) and evidence type (narrative vs. nonnarrative) on smoking-related risk perceptions. For the gain-framed message, the nonnarrative version produced significantly greater perceived susceptibility to smoking-related diseases than did the narrative version. For the loss-framed message, evidence type did not make a difference in perceived susceptibility. On perceived severity of smoking-related diseases, the interaction was such that for the loss-framed message, the narrative version resulted in significantly greater perceived severity than did the nonnarrative version. In contrast, for the gain-framed message, evidence type did not make a difference in perceived severity. In addition, our results revealed that the interaction between message framing and evidence type had an indirect effect on attitudes toward quitting smoking through perceived severity of smoking-related diseases. Theoretical and practical implications are discussed.
本研究考察了在促进戒烟的背景下，信息框架在叙述性说服中的调节作用。一项涉及 101 名大学生吸烟者的对照实验表明，信息框架（收益框架与损失框架）和证据类型（叙述性与非叙述性）对与吸烟相关的风险认知存在显著的交互作用。对于收益框架的信息，非叙述性版本比叙述性版本产生了更大的对与吸烟相关的疾病的感知易感性。对于损失框架的信息，证据类型对感知易感性没有影响。在对与吸烟相关的疾病的严重程度的感知上，这种相互作用是，对于损失框架的信息，叙述性版本比非叙述性版本产生了更大的感知严重程度。相比之下，对于收益框架的信息，证据类型对感知严重程度没有影响。此外，我们的结果表明，信息框架和证据类型之间的相互作用通过对与吸烟相关的疾病的严重程度感知对戒烟态度产生了间接影响。讨论了理论和实践意义。
