a Department of Public Relations, College of Journalism and Communications , University of Florida , Gainesville , FL , USA.
b College of Media & Communication , Texas Tech University , Lubbock , TX , USA.
J Health Commun. 2018;23(9):824-835. doi: 10.1080/10810730.2018.1527872. Epub 2018 Oct 16.
We investigated effects of message framing and social distance on individuals' attitude toward health campaign and behavioral intention. Individuals who read a gain-framed message had better attitude toward the campaign and higher level of behavioral intention than those who read a loss-framed message. Perceived benefits mediated the relationship between message framing and behavioral intention. Perceived severity mediated the relationship between social distance and behavioral intention only in the loss framing condition. Theoretical and practical implications were discussed.
我们研究了信息框架和社会距离对个体对健康运动的态度和行为意向的影响。与阅读损失框架信息的个体相比，阅读收益框架信息的个体对运动的态度更好，行为意向也更高。感知收益在信息框架与行为意向之间起中介作用。只有在损失框架条件下，感知严重性才在社会距离与行为意向之间起中介作用。讨论了理论和实践意义。
