Center for Studies of Information Resources, Wuhan University, Wuhan, Hubei, 430072, China; School of Information Management, Wuhan University, Wuhan, Hubei, 430072, China.
School of Information Management, Wuhan University, Wuhan, Hubei, 430072, China.
Int J Med Inform. 2021 Apr;148:104397. doi: 10.1016/j.ijmedinf.2021.104397. Epub 2021 Jan 20.
More and more females are diagnosed with and die of cancers. Acquiring cancer-related information and enriching one's knowledge of cancers are important to cancer prevention and treatment. Effective online health headlines are indispensable to encouraging the reading of the hyperlinked health articles, especially those on daunting topics such as cancers.
This study aims to reveal how message framing, i.e., gain- or loss-framing, influences female users' selection of cancer-related health headlines at two levels, i.e., attention and behavior.
An eye-tracking experiment was conducted to capture female participants' attention and clicking behavior in response to cancer-related headlines manipulated in terms of message framing. The Stimulus-Organism-Response (S- O-R) framework was introduced to develop the research model that also took approach/avoidance motivation into account as moderator.
Compared with loss-framed headlines, gain-framed ones attracted more and longer fixations (β = .09, p < .01; β = .12, p < .01) as well as more clicks (exp(B) = 1.76, p < .001), and they additionally evoked a higher level of pleasure (β = .50, p = .00) yet a lower level of arousal (β=-.16, p = .00). Arousal partially mediated the relationship between message framing and headline selection (β = .16, p = .00; β = .16, p = .00; exp(B) = 1.8, p = .00). The participants high in approach motivation devoted more attention to gain-framed headlines than to loss-framed ones (F(1,1333) = 15.74, p < .001; F(1,1333) = 31.94, p < .001).
Gain-framing is a preferred technique over loss-framing for online health information providers to create effective headlines of cancer-related information. Using gain-framed headlines helps alleviate cancer information avoidance and enrich people's knowledge of fatal diseases.
越来越多的女性被诊断出患有癌症并因此死亡。获取癌症相关信息并丰富对癌症的认识，对于癌症的预防和治疗至关重要。有效的在线健康标题对于鼓励阅读超链接的健康文章至关重要，尤其是对于诸如癌症等令人生畏的话题。
本研究旨在揭示信息框架（增益或损失框架）如何在两个层面上影响女性用户对癌症相关健康标题的选择，即注意力和行为。
进行了一项眼动实验，以捕捉女性参与者对通过信息框架操纵的癌症相关标题的注意力和点击行为。引入了刺激-有机体-反应（S-O-R）框架来开发研究模型，该模型还考虑了趋近/回避动机作为调节变量。
与损失框架相比，增益框架吸引了更多和更长时间的注视（β=.09，p <.01；β=.12，p <.01）以及更多的点击（exp（B）= 1.76，p <.001），并且还引起了更高水平的愉悦（β=.50，p =.00）和更低水平的兴奋（β=-.16，p =.00）。兴奋部分介导了信息框架与标题选择之间的关系（β=.16，p =.00；β=.16，p =.00；exp（B）= 1.8，p =.00）。趋近动机较高的参与者比损失框架更关注增益框架（F（1，1333）= 15.74，p <.001；F（1，1333）= 31.94，p <.001）。
对于在线健康信息提供者来说，使用增益框架而不是损失框架来创建有效的癌症相关信息标题是一种更受欢迎的技术。使用增益框架有助于缓解人们对癌症信息的回避，并丰富人们对致命疾病的认识。
