Hierarchical versus Simple Persuasive Messages

有层次的说服性信息提倡两种策略来应对一个明确的问题，第一种建议被吹捧为最佳策略，第二种建议被吹捧为应急策略（“不要发生性行为——但如果你要做，请使用安全套”）。尽管它们在公共卫生运动中越来越受欢迎，但人们对等级信息的实际说服力或行为影响知之甚少。所提出的实验的具体目的是评估短期和长期的加工，说服力，判断和行为意图的结果，层次的比较简单（只包含一个推荐）的说服力信息。将根据一般问题（例如，预防日晒引起的皮肤癌）以及所提出的主要和次要建议来评估接收等级信息和简单信息的影响，并特别关注等级信息是加强还是削弱主要（最有效）建议的说服力。这个国家不断上升的医疗费用是一个社会和经济关注的问题。一个简单的事实得到了广泛的认同：预防性行为的改变（人们为提高生活方式的健康而做出的改变）可能是目前最有效的削减成本的措施。行为科学家通过评估与健康有关的说服技术的有效性来促进预防保健的增加，这些技术旨在改善一般人群的心理和身体健康。这个研究项目评估了分层说服信息的有效性，它提倡两种策略来应对一个既定的问题，主要建议（被吹捧为最佳策略）和次要建议(主张作为一个应急，如果最佳策略不能实现。例如，分层信息“预防皮肤癌的最佳方法是避免将皮肤暴露在阳光下。”如果你必须在阳光下外出，使用防晒霜提供了两种避免皮肤癌的解决方案。尽管它们在公共卫生运动中越来越受欢迎，但人们对等级信息的实际说服力或行为有效性知之甚少。拟议实验的具体目的是评估等级信息对与健康有关的态度和行为的短期和长期说服力影响，特别关注等级信息是加强还是削弱了主要（最有效）建议的说服力，从而在不知不觉中损害了公众健康。

Hierarchical persuasive messages advocate two strategies for coping with a stated problem, the primary recommendation touted as the best strategy and a secondary recommendation advocated as a contingency ("Don't have sex -- but if you do, use a condom"). Despite their increasing popularity in public health campaigns, little is known of the actual persuasive or behavioral impact of hierarchical messages. The specific aims of the proposed experiments are to assess the shortterm and longterm processing, persuasive, judgmental, and behavioral intention consequences of hierarchical compared to simple (containing only one recommendation) persuasive messages. The impact of receiving hierarchical and simple messages will be assessed as regards the general issue (for example, preventing sun-induced skin cancer), as well as the primary and secondary recommendations made, with particular concern for whether heirarchical messages strengthen or weaken the persuasive effetciveness of the primary (most effective) recommendation. The spiraling cost of health care in this country is an issue of both social and economic concern. One simple fact is widely agreed upon: preventive behavioral change (changes that people make to increase the healthiness of their lifestyles) probably constitutes the most effective cost-cutting measure available. Behavioral scientists contribute to increases in preventive care by evaluating the effectiveness of health-related persuasive techniques designed to improve the general population's mental and physical health. This program of research evaluates the effectiveness of hierarchical persuasive messages, which advocate two strategies for coping with a stated problem, the primary recommendation (touted as the best strategy) and a secondary recommendation (advocated as a contingency if the best strategy can't be achieved. For example, the hierarchical message "The best way to prevent skin cancer is to avoid exposing your skin to the sun. If you must go out in the s un, use sunblock" offers two solutions to avoidng skin cancer. Despite their increasing popularity in public health campaigns, little is known of the actual persuasive or behavioral effectiveness of hierarchical messages. The specific aims of the proposed experiments are to assess the shortterm and longterm persuasive impact of hierarchical messages on health-related attitudes and behavior, with particular concern for whether heirarchical messages strengthen or weaken the persuasive effectiveness of the primary (most effective) recommendation and thus unwittingly undermine public health.