Yotam Ophir, Emily Brennan, Maloney Erin K, Cappella Joseph N
Annenberg School for Communication, University of Pennsylvania, United States.
Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia.
Communic Res. 2019 Jul;46(5):619-638. doi: 10.1177/0093650217700226. Epub 2017 Apr 2.
The current study examined the effects of manipulating the level of vividness through the presence of various textual and visual components in the context of tobacco warning labels. An online experiment was conducted (N=2165) to examine whether increasing the vividness of warning labels, using narrative and non-narrative components, increased engagement with the messages, and the subsequent effects of vividness and engagement on intentions to quit smoking. Results showed that more vivid warning labels led to increased engagement, which in turn was linked to increased intentions to quit smoking. Specifically, the indirect effect of vividness on intentions to quit smoking was largely driven by the emotional component of engagement. Indirect effects of cognitive engagement were only apparent at higher levels of vividness.
本研究考察了在烟草警告标签的背景下，通过各种文字和视觉元素来操控生动程度所产生的影响。开展了一项在线实验（N = 2165），以检验使用叙事和非叙事元素来提高警告标签的生动程度是否会增强对信息的参与度，以及生动程度和参与度对戒烟意图的后续影响。结果表明，更生动的警告标签会导致更高的参与度，而这反过来又与更高的戒烟意图相关。具体而言，生动程度对戒烟意图的间接影响在很大程度上是由参与度的情感成分驱动的。认知参与的间接影响仅在较高的生动程度水平上才明显。
