Do metaphors in health messages work? Exploring emotional and cognitive factors
Do metaphors in health messages work? Exploring emotional and cognitive factors
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DOI：
10.1016/j.jesp.2017.09.006
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发表时间：
2018-01-01
影响因子：
3.5
通讯作者：
Cameron, Linda D.
中科院分区：
文献类型：
--
作者：
Landau, Mark J.;Arndt, Jamie;Cameron, Linda D.
健康传播者宣传的信息使用隐喻将抽象的健康相关概念与其他领域的具体概念进行比较。此类信息旨在改变健康态度和行为，但它们有效吗？根据概念隐喻理论，隐喻可以通过将具体概念的个性化知识转移到理解抽象概念并与之联系来塑造思维，尽管它们存在表面差异。作者将这一主张扩展到具体的情感和认知因素，这些因素可能会调节隐喻健康信息的生产力（和反生产力）。源共鸣假说预测，当一条信息以具体危害（而不是字面意思）来隐喻地描述健康风险时，围绕该特定危害的恐惧的个体差异将不同地预测与风险相关的担忧，从而预测预防意图。隐喻契合假设预测，当建议的预防反应本身被隐喻地描述为解决具体危险（而不是字面上）时，风险隐喻将更具说服力。这些假设得到了对在线、本科生和社区样本进行的三项实验的支持 (N = 539)。以皮肤癌为案例研究，这些研究测试了有关阳光照射和阳光安全实践的信息的影响，无论是否有敌人战斗的隐喻。研究结果阐明了隐喻信息如何、何时以及对谁具有说服力，对健康传播和隐喻解释具有理论和实践意义。
Health communicators publicize messages that use metaphors to compare abstract health-related concepts to concrete concepts in other domains. Such messages aim to change health attitudes and behavior, but do they work? According to Conceptual Metaphor Theory, metaphors can shape thought by transferring personalized knowledge of a concrete concept to understand and relate to an abstraction, despite their superficial differences. The authors extend this claim to specify emotional and cognitive factors potentially moderating the productivity (and counter-productivity) of metaphoric health messages. A source resonance hypothesis predicts that when a message frames a health risk metaphorically in terms of a concrete hazard (versus literally), individual differences in fear surrounding that particular hazard will differentially predict risk-related worry and thus prevention intentions. A metaphoric fit hypothesis predicts that a risk metaphor will be more persuasive when the recommended prevention response is itself framed metaphorically as addressing the concrete hazard (versus literally). These hypotheses were supported in three experiments conducted with online, undergraduate, and community samples (N = 539). With skin cancer as a case study, the studies tested the impact of messages framing sun exposure and sun-safe practices with or without metaphors of enemy combat. Findings illuminate how, when, and for whom metaphoric messages are persuasive, with theoretical and practical implications for health communication and metaphoric construal.