Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, North Carolina, NC, USA; Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA, USA.
Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, North Carolina, NC, USA.
Soc Sci Med. 2018 Dec;218:45-51. doi: 10.1016/j.socscimed.2018.09.063. Epub 2018 Oct 3.
Social interactions are a key mechanism through which health communication campaigns influence behavior. Little research has examined how conversations about pictorial warnings motivate behavior.
We sought to establish whether and how smokers' conversations explain the effect of pictorial warnings on quit attempts.
US adult smokers (n = 2149) participated in a controlled trial that randomly assigned them to have their cigarette packs labeled with pictorial or text-only warnings for four weeks. Surveys assessed the number of conversations sparked by pictorial warnings and the theoretical mechanisms cognitive elaboration and social norms at each visit. Analyses used structural equation modeling to test our theorized mediation models.
The number of conversations about the warnings mediated the relationship between exposure to pictorial warnings and quit attempts (p < .001). In serial mediation analysis examining possible theoretical mechanisms, the number of conversations was associated with greater cognitive elaboration, which in turn was associated with being more likely to make a quit attempt (p < .05). Social norms did not explain the influence of conversations on quit attempts.
Pictorial warnings increased conversations about the warnings, which led to greater cognitive elaboration, which led to greater quit attempts. Our findings suggest designing warnings that increase conversations in order to better inform and motivate smokers. Furthermore, these findings improve our understanding of why conversations matter in health communication.
社会互动是健康传播活动影响行为的一个关键机制。很少有研究探讨关于图片警示的对话如何激发行为。
我们试图确定吸烟者的对话是否以及如何解释图片警示对戒烟尝试的影响。
我们招募了 2149 名美国成年吸烟者，参与一项对照试验，他们的香烟包装在四周内被随机贴上图片或纯文本警示标签。调查评估了图片警示引发的对话数量，以及认知加工和社会规范这两个理论机制在每次访问时的情况。分析采用结构方程模型来检验我们的中介模型理论。
警示数量在图片警示与戒烟尝试之间的关系中起中介作用（p<.001）。在考察可能的理论机制的系列中介分析中，警示数量与更高的认知加工有关，而认知加工又与戒烟尝试的可能性增加有关（p<.05）。社会规范并不能解释对话对戒烟尝试的影响。
图片警示增加了关于警示的对话，这导致了更高的认知加工，从而导致了更多的戒烟尝试。我们的研究结果表明，设计能够增加对话的警示，以便更好地为吸烟者提供信息和激励。此外，这些发现增进了我们对健康传播中对话为何重要的理解。
