Department of Communication, University at Buffalo, The State University of New York, Buffalo, NY, USA.
Risk Anal. 2020 Aug;40(8):1677-1690. doi: 10.1111/risa.13502. Epub 2020 May 10.
This study examines the interaction effect of message format (narrative vs. nonnarrative) and message framing (gain vs. loss) in e-cigarette prevention targeting young adults. Results of a two-way experiment (N = 439) revealed that transportation and discrete emotions mediated message effect on risk perception and behavioral intention. Compared to the gain-framed nonnarrative, the gain-framed narrative reduced feelings of guilt, and guilt was negatively related to risk perception and positively related to behavioral intention. Thus, the gain-framed narrative achieved desirable persuasive outcome through guilt-increasing risk perception and decreasing intention to use e-cigarette. Similarly, the loss-framed narrative evoked greater sadness, which also led to increased risk perception and decreased behavioral intention. Transportation and discrete emotions mediated message effect in a serial order. This research not only contributes to the literature on narrative persuasion and emotion, but also provides insight for health communication designed for e-cigarette prevention.
本研究考察了信息格式（叙述与非叙述）和信息框架（收益与损失）在针对年轻成年人的电子烟预防中的交互作用。一项两因素实验的结果（N=439）表明，传递和离散情绪中介了信息对风险感知和行为意图的影响。与收益框架的非叙述信息相比，收益框架的叙述信息降低了内疚感，而内疚感与风险感知呈负相关，与行为意图呈正相关。因此，收益框架的叙述信息通过增加与使用电子烟相关的风险感知和降低使用意图来实现期望的说服效果。同样，损失框架的叙述信息引起了更大的悲伤，这也导致了风险感知的增加和行为意图的降低。传递和离散情绪以串联的顺序中介了信息的效果。这项研究不仅为叙述说服和情绪方面的文献做出了贡献，也为电子烟预防的健康传播提供了启示。
