Klein Elizabeth G, Macisco Joseph, Lazard Allison, Busho Audrey, Oslock Austin, Worly Brett
College of Public Health, Ohio State University, Columbus, OH, United States.
Hussman School of Journalism and Media, University of North Carolina, Chapel Hill, NC, United States.
Addict Behav Rep. 2020 Jun 12;12:100290. doi: 10.1016/j.abrep.2020.100290. eCollection 2020 Dec.
Communicating harms of smoking and benefits of quitting to tobacco users to motivate cessation is critical to reduce the burden of tobacco-related disease. Most messaging strategies focus on health risks of smoking using loss-framing; yet, gain-framed messages to increase confidence in quitting have shown promise for smokers with lower self-efficacy. This study examined the impact of message framing on perceived effectiveness of targeted, pregnancy-related smoking cessation messages among pregnant and not-pregnant smoking women of reproductive age.
An obstetrics-gynecological clinic-based sample of female, current smokers of reproductive age (18-44 years old) was recruited during January to May 2019 (n = 135). Participants self-reported ratings for 10 pregnancy-related cessation messages (half gain-framed) on a validated perceived effectiveness scale. Multivariable regression analyses were conducted using generalized estimating equations to account for clustering by message themes.
Gain-framed messages were rated significantly higher (0.20; p < 0.01) compared to loss-framed messages for perceived effectiveness, after accounting for quit intentions, self-efficacy to quit, health literacy, cessation risk perceptions, nicotine dependence, and pregnancy status.
Gain-framed health messages about cessation were deemed to be more effective than loss-framed messages among adult female smokers. Targeted, positively framed messages to highlight the benefits of quitting to women of reproductive age show promise as a strategy to promote smoking cessation.
向烟草使用者传达吸烟危害及戒烟益处以促使其戒烟对于减轻烟草相关疾病负担至关重要。大多数信息传递策略聚焦于使用损失框架来阐述吸烟的健康风险；然而，旨在增强戒烟信心的获益框架信息已显示出对自我效能较低的吸烟者具有潜力。本研究考察了信息框架对有针对性的、与怀孕相关的戒烟信息在育龄期怀孕和未怀孕吸烟女性中感知有效性的影响。
于2019年1月至5月招募了一个基于妇产科诊所的育龄期（18 - 44岁）女性现吸烟者样本（n = 135）。参与者根据一个经过验证的感知有效性量表对10条与怀孕相关的戒烟信息（其中一半为获益框架）进行自我报告评分。使用广义估计方程进行多变量回归分析，以考虑按信息主题聚类的情况。
在考虑了戒烟意愿、戒烟自我效能、健康素养、戒烟风险认知、尼古丁依赖和怀孕状况后，与损失框架信息相比，获益框架信息在感知有效性方面的评分显著更高（0.20；p < 0.01）。
在成年女性吸烟者中，关于戒烟的获益框架健康信息被认为比损失框架信息更有效。向育龄期女性传递有针对性的、积极框架的信息以突出戒烟益处，作为一种促进戒烟的策略显示出潜力。
