Hierarchical versus Simple Persuasive Messages

层次化的劝说信息提倡两种策略来处理所陈述的问题，主要建议被吹捧为最佳策略，次要建议被倡导为应急策略(“不要做爱--但如果你有性行为，请使用避孕套”)。尽管它们在公共卫生活动中越来越受欢迎，但人们对分级信息的实际说服力或行为影响知之甚少。实验的具体目的是评估分层与简单(只包含一个推荐)说服性信息的短期和长期加工、说服性、判断性和行为意图结果。将根据一般问题(例如，预防太阳引起的皮肤癌)以及提出的主要和次要建议，评估收到分层和简单信息的影响，并特别关注世袭信息是加强还是削弱主要(最有效)建议的说服力。在这个国家，螺旋式上升的医疗费用是一个社会和经济问题。一个简单的事实被广泛认同：预防性行为改变(人们为提高生活方式的健康程度而做出的改变)可能是可用的最有效的成本削减措施。行为科学家通过评估旨在改善普通人群心理和身体健康的与健康相关的说服技术的有效性，为预防保健的增加做出贡献。这个研究项目评估了分层劝说信息的有效性，它主张两种策略来处理所陈述的问题，主要建议(被吹捧为最佳策略)和次要建议(如果无法实现最佳策略，则倡导为应急建议)。例如，一条层次分明的信息《预防皮肤癌最好的方法就是避免皮肤暴晒。如果你必须穿着S的衣服出门，那就用防晒霜》提供了两种避免皮肤癌的方法。尽管它们在公共卫生活动中越来越受欢迎，但人们对分层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分级信息对与健康相关的态度和行为的短期和长期说服力影响，特别关注世袭信息是加强还是削弱主要(最有效的)建议的说服力，从而无意中破坏公共健康。

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.