Kim Hye Kyung, Lee Tae Kyoung, Kong Wei Yi
Wee Kim Wee School of Communication and Information, Nanyang Technological University.
Department of Communication at the University of Utah.
Health Commun. 2020 Feb;35(2):222-232. doi: 10.1080/10410236.2018.1553022. Epub 2018 Dec 10.
This study examined whether regulatory focus changes the effects of gain- and loss-framed narratives on promoting Human Papillomavirus (HPV) vaccination among young females in Singapore. We conducted a quasi-experiment in which participants reported their regulatory focus and then read either a gain- or loss-framed narrative about HPV vaccination. The results showed an overall advantage of a loss frame over a gain frame in producing transportation and self-referent emotions, which in turn led to increased vaccination intentions. This pattern was more pronounced among those high in prevention or promotion focus, with self-referent emotions being the primary mediator transferring the interactive effects onto vaccination intentions. This study contributes to the extant literature on narrative persuasion by addressing the specific mechanisms of the effect of framing employed in narratives.
本研究考察了调节焦点是否会改变收益框架和损失框架的叙述对促进新加坡年轻女性人乳头瘤病毒（HPV）疫苗接种的影响。我们进行了一项准实验，参与者报告其调节焦点，然后阅读关于HPV疫苗接种的收益框架或损失框架的叙述。结果显示，在产生沉浸感和自我参照情绪方面，损失框架总体上优于收益框架，这反过来又导致了接种意愿的增加。这种模式在预防焦点或促进焦点较高的人群中更为明显，自我参照情绪是将交互效应传递到接种意愿上的主要中介。本研究通过探讨叙述中框架效应的具体机制，为现有的叙述说服文献做出了贡献。
