University of Utah, Salt Lake City, UT, USA.
Northwestern University, Chicago, IL, USA.
Risk Anal. 2019 Dec;39(12):2640-2652. doi: 10.1111/risa.13379. Epub 2019 Jul 30.
Whether a loss or gain frame has a persuasive advantage in communicating health risks is a matter of ongoing debate. Findings reported in the literature are mixed, suggesting that framing effects are likely complex and may be influenced by a combination of factors. This study examined reactance as a mediator and dose as a moderator of loss/gain framing effects. Adults (N = 1,039) read framed messages about the health consequences of physical (in)activity in varying message doses (i.e., number of framed statements). Compared to loss frames, gain frames generated more threat to freedom and reactance. Dosage exerted significant influence at the extremes; the one-dose messages invoked less intentions to exercise compared to the four-dose messages. Planned contrasts revealed significant frame × dose interactions. Notably, the one-dose gain-framed messages triggered significantly more freedom threat and less intentions to engage in physical activity-a situation that changed when the information was loss-framed or when the dosage was increased.
在传达健康风险方面，损失框架或收益框架是否具有说服力优势，这是一个持续存在的争议问题。文献中的研究结果喜忧参半，表明框架效应可能很复杂，并且可能受到多种因素的影响。本研究检验了反应性作为损失/收益框架效应的中介变量和剂量作为调节变量。成年人（N=1039）阅读了关于身体（不）活动对健康后果的有框消息，这些消息的剂量（即有框陈述的数量）不同。与损失框架相比，收益框架对自由的威胁和反应性更大。剂量在极端情况下产生了重大影响；与四剂量消息相比，一剂量消息激发的运动意向较少。计划对比揭示了显著的框架×剂量交互作用。值得注意的是，一剂量收益框架消息引发的自由威胁显著更大，参与体育活动的意向较小——当信息以损失框架呈现或剂量增加时，情况就会发生变化。
