Research Department, Klein Buendel, Inc., Golden, CO, USA.
Telligen, Port Townsend, WA, USA.
Health Educ Res. 2019 Apr 1;34(2):145-158. doi: 10.1093/her/cyy054.
The homophily principle, that perceived similarities among people produce positive reactions, is a cross-cultural, global phenomenon. This study aimed to test the prediction that photographs that depict models similar to the target population improve health communication by increasing perceived identification in three racial/ethnic populations. Three separate nationally representative stratified samples (n = 1638) of African American, Hispanic and Native American adults were drawn from GfK's Knowledge Panel�. Participants read a message advocating increased physical activity and improved diets and completed measures on behavioral intentions, outcome and self-efficacy expectations and identification. The message contained photographs from a stock photograph service or photographs created for the research project to match the three minority populations, Real Health Photos (RHP). Structural equation modeling confirmed the theoretical hypothesis that RHP which matched the minority population increased behavioral intentions and was mediated by identification (P < 0.05) in all three racial/ethnic minority samples. Messages with only half of the matched RHP images had these same positive indirect effects among African Americans and Hispanics (P < 0.05). The impact of matching visual images in health messages to recipients derived from identification with the characters in images. Homophily and identification are hardwired, evolutionary, biological phenomena that should be capitalized on health educators with minority populations.
同质性原则，即人们之间感知到的相似性会产生积极的反应，是一种跨文化、全球性的现象。本研究旨在验证一个预测，即描绘与目标人群相似的模特的照片可以通过增加感知认同来改善健康传播，从而分别提高三个种族/民族群体的健康传播效果。本研究从 GfK 的知识面板中抽取了三个独立的、具有全国代表性的分层样本（n=1638），包括非裔美国人、西班牙裔和美国原住民成年人。参与者阅读了一则倡导增加身体活动和改善饮食的信息，并完成了关于行为意向、结果和自我效能期望以及认同的测量。该信息包含来自库存照片服务或为研究项目创建的照片，以匹配三个少数群体，即真实健康照片（RHP）。结构方程模型证实了这样一个理论假设，即与少数群体匹配的 RHP 会通过认同（P<0.05）增加行为意向，并在所有三个少数族裔样本中得到中介。在非裔美国人和西班牙裔中，只有一半匹配的 RHP 图像的信息具有相同的积极间接影响（P<0.05）。在健康信息中匹配视觉图像对来自与图像中的角色认同的接收者有影响。同质性和认同是硬连线的、进化的、生物学现象，健康教育家应该充分利用这些现象来服务少数族裔人群。
