THE EFFECT OF MESSAGE FRAMING ON BREAST SELF-EXAMINATION ATTITUDES, INTENTIONS, AND BEHAVIOR
THE EFFECT OF MESSAGE FRAMING ON BREAST SELF-EXAMINATION ATTITUDES, INTENTIONS, AND BEHAVIOR
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DOI：
10.1037/0022-3514.52.3.500
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发表时间：
1987-03-01
影响因子：
7.6
通讯作者：
CHAIKEN, S
中科院分区：
文献类型：
--
作者：
MEYEROWITZ, BE;CHAIKEN, S
在这项研究中，我们测试了框架假设，即强调不进行乳房自我检查（BSE）的负面后果的小册子将比强调BSE的积极后果的小册子更有说服力。大学年龄的女性受试者被暴露于一个失去帧的小册子，一个获得帧的小册子，或一个无参数的小册子，或者他们没有收到描述BSE的重要性和技术的小册子。干预后立即评估对疯牛病的态度和实施疯牛病的意图，4个月后再次评估。随访还评估了受试者实验后的疯牛病行为。与预测一致的是，与其他三种情况下的受试者相比，阅读以失语为框架的小册子的受试者表现出更积极的BSE态度、意图和行为。丢失小册子的更大影响不能归因于更大的恐惧唤醒，对小册子内容的更好记忆，对乳腺癌的更大易感性的感知，或者对BSE功效的更强信念。只有在BSE表现中感知到的自我效能感受到框架操纵的不同影响，损失受试者报告的自信心水平最高。研究结果从前景理论的框架假设和简单的负性偏见概念化角度进行了讨论，并考虑了差异显著性和生动性等潜在机制。研究结果的临床意义也进行了探讨。
In this study we tested the framing hypothesis that a pamphlet stressing the negative consequences of not performing breast self-examination (BSE) would be more persuasive than a pamphlet emphasizing BSE's positive consequences. College-aged female subjects were exposed to a loss-frame pamphlet, a gain-frame pamphlet, or a no-arguments pamphlet, or they received no pamphlet describing the importance of and the techniques for performing BSE. Attitudes toward BSE and intentions to perform BSE were assessed immediately after this intervention and again 4 months later. The follow-up also assessed subjects' postexperimental BSE behavior. Consistent with predictions, subjects who read a pamphlet with arguments framed in loss language manifested more positive BSE attitudes, intentions, and behaviors than did subjects in the other three conditions. The greater impact of the loss pamphlet could not be attributed to greater fear arousal, better memory for pamphlet content, greater perceived susceptibility to breast cancer, or stronger beliefs in BSE's efficacy on the part of the loss subjects. Only measures of perceived self-efficacy in performing BSE were differentially affected by the framing manipulation, with loss subjects reporting the greatest levels of self-confidence. The results are discussed in terms of prospect theory's framing postulate and a simpler negativity-bias conceptualization, and underlying mechanisms such as differential salience and vividness are considered. Clinical implications of the findings are also explored.