Department of Health Sciences and Medicine, University of Lucerne.
Department of Media and Communication Science, University of Erfurt.
Health Commun. 2023 Mar;38(3):512-521. doi: 10.1080/10410236.2021.1956072. Epub 2021 Aug 1.
Although the importance of emotions for the effects of gain-loss framed messages has been supported, the emotional effects of mixed frames have not been sufficiently investigated. To fill this gap, this experimental study exposed participants ( = 154) to single gain- or loss-framed vs. mixed frame messages about sun-protection outcomes. Integrating the idea of mixed frames with the concept of emotional flow, data were analyzed using a serial mediation model with emotional experience (as indexed by valence and arousal) and intention as factors mediating the effect of shifts on actual behavior, measured two weeks after message exposure. Results demonstrate that mixed messages and their impact on emotional experiences are not generally more effective than pure gain or pure loss messages. However, the application of mixed frame or purely loss-framed messages offers a higher potential to increase behavioral health intentions (resulting in respective behaviors) than messages simply focusing on gain frames.
虽然已经有研究支持情绪对得失框架信息效果的重要性，但混合框架的情绪影响尚未得到充分研究。为了填补这一空白，本实验研究让参与者（n=154）接触单一的收益或损失框架信息与关于防晒效果的混合框架信息。该研究将混合框架的理念与情感流动的概念相结合，使用包含情感体验（以效价和唤醒度为指标）和意图的序列中介模型分析数据，以实际行为为中介因素，实际行为的测量在信息接触两周后进行。结果表明，混合信息及其对情感体验的影响并不普遍比纯收益或纯损失信息更有效。然而，与仅关注收益框架的信息相比，应用混合框架或纯损失框架的信息更有可能增加行为健康意图（进而导致相应的行为）。
