Defensive responses to an emotive anti-alcohol message
Defensive responses to an emotive anti-alcohol message
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DOI：
10.1080/08870440801911130
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发表时间：
2009-01-01
影响因子：
3.3
通讯作者：
Locker, Emma
中科院分区：
文献类型：
--
作者：
Brown, Stephen;Locker, Emma
我们研究了这样的观点：健康促进广告中使用的情感意象可以促进防御反应，从而对风险认知产生不利影响。一百名学生饮酒者要么接触到带有旨在最大限度地提高情绪困扰的图像的印刷信息，要么接触到使用情感较少的图像呈现的相同信息。研究发现了一种三向交互作用，即呈现令人痛苦的图像会导致参与者对酒精相关问题的否认和脆弱性较高，从而降低个人风险估计。这种效应可能是通过较短的阅读时间来调节的，这表明参与者回避了这些信息。通过否认进行调节表明该效果可归因于防御性，而通过脆弱性进行调节则表明该效果是针对特定威胁的。这些发现表明，情感图像可能会引发防御性回避反应，从而降低某些受众群体的风险估计。
We investigated the idea that emotive imagery used in health promotion advertising can facilitate a defensive response that adversely affects risk perceptions. One hundred student drinkers were exposed to either a printed message accompanied by images designed to maximise emotional distress or the same message presented using less emotive images. A three-way interaction was found, whereby the presentation of distressing images caused lower personal risk estimates in participants higher in denial and vulnerability to alcohol-related problems. This effect may have been mediated by lower reading times, suggesting that participants avoided the messages. Moderation by denial suggests that the effect is attributable to defensiveness, whilst moderation by vulnerability suggests that it is threat specific. These findings suggest that emotive images might trigger defensive avoidance responses that reduce risk estimates in some audience sub-populations.