Ma Zexin, Haworth Joshua, Rash Carla, Hu Jun
Department of Communication, University of Connecticut.
Department of Human Movement Science, Oakland University.
Health Commun. 2024 Dec 16:1-11. doi: 10.1080/10410236.2024.2439360.
This study examined the potential role of binge drinking status in moderating the persuasive effects of narrative versus non-narrative pictorial warning labels (PWLs). In an online longitudinal experiment involving moderate and heavy drinkers, we found that the interaction between binge drinking status and PWL type was significant for intentions to reduce and stop drinking upon immediate PWL exposure ( = 649) and at two-week follow-up ( = 598). Among non-binge drinkers, narrative (vs. non-narrative) PWLs led to higher intentions to reduce drinking upon immediate exposure and higher intentions to stop drinking at two-week follow-up. Among binge drinkers, non-narrative (vs. narrative) PWLs resulted in higher intentions to stop drinking upon immediate exposure and at two-week follow-up. In addition, our results revealed that narrative PWLs increased behavioral intentions through heightening cognitive elaboration and retrospective reflection among non-binge drinkers, while non-narrative PWLs improved intentions only through enhancing retrospective reflection among binge drinkers. These results indicate that the effectiveness of narrative versus non-narrative PWLs depends on individuals' drinking habits.
本研究考察了暴饮状态在调节叙事性与非叙事性图片警示标签（PWLs）说服效果方面的潜在作用。在一项涉及中度和重度饮酒者的在线纵向实验中，我们发现，暴饮状态与PWL类型之间的交互作用对于PWL暴露即刻（=649）和两周随访时（=598）减少及停止饮酒的意图具有显著意义。在非暴饮者中，叙事性（相对于非叙事性）PWLs在暴露即刻导致更高的减少饮酒意图，在两周随访时导致更高的停止饮酒意图。在暴饮者中，非叙事性（相对于叙事性）PWLs在暴露即刻和两周随访时导致更高的停止饮酒意图。此外，我们的结果显示，叙事性PWLs通过增强非暴饮者的认知加工和回顾性反思来提高行为意图，而非叙事性PWLs仅通过增强暴饮者的回顾性反思来改善意图。这些结果表明，叙事性与非叙事性PWLs的有效性取决于个体的饮酒习惯。
