Department of Communication, University of Haifa.
Lauder School of Government, Diplomacy and Strategy, Reichman University.
Health Commun. 2024 Sep;39(10):2110-2122. doi: 10.1080/10410236.2023.2257427. Epub 2023 Sep 21.
This study examines the effects of message framing (loss vs. gain) and format (narrative vs. expository) on intentions to discuss flu vaccination with a close social referent. We test the effects of video messages using a two-wave web-based randomized experiment among adults in Israel (baseline: = 429, one-month follow-up: = 241). Exposure to narrative messages was positively associated with intentions to discuss flu vaccination. Exposure to loss-framed messages was positively associated with increased likelihood of discussing vaccination with the referent at follow-up. Effects of message framing and format were moderated by concern for the referent's health. Findings support the use of persuasive messages to motivate interpersonal conversation to promote vaccination. Results contribute to theory on risk-framing by showing that audiences may evaluate loss-framed messages according to their risk perceptions, when greater concern for health risks motivate action, not only for one's own health but for another person's health.
本研究考察了信息框架（损失与收益）和格式（叙事与说明）对与亲密社会参照者讨论流感疫苗接种意愿的影响。我们使用以色列成年人的两波基于网络的随机实验来测试视频信息的效果（基线：=429，一个月后随访：=241）。接触叙事信息与讨论流感疫苗接种的意愿呈正相关。接触损失框架信息与增加在随访时与参照者讨论疫苗接种的可能性呈正相关。信息框架和格式的影响受到对参照者健康关注的调节。研究结果支持使用有说服力的信息来激发人际对话，以促进疫苗接种。研究结果为风险框架理论做出了贡献，表明当对健康风险的更大关注促使人们采取行动时，观众可能会根据自己的风险感知来评估损失框架信息，不仅是为了自己的健康，也是为了另一个人的健康。
