Informing anti-tobacco communications with affective and decision science: Application of the Appraisal Tendency Framework

项目摘要/摘要 近几十年来，关于情绪和决策的科学研究呈爆炸式增长。这 该项目旨在利用来自这一新兴研究机构的见解来开发一种具有理论基础和 提高情感唤醒公共服务有效性的经验性基础 针对吸烟的公告(PSA)。公益广告是联邦和州政府资助的 癌症控制努力，但在理解如何以及对谁是情感唤起的PSA方面存在很大差距 有效的，揭示了研究的迫切需要。尽管禁烟公益广告在人群中是有效的 在这一水平上，一些证据表明，它们还会引发意想不到的“回旋镖”效应。此外，结果还表明， 先前对人类情绪的研究表明，具有讽刺意味的是，引发悲伤的PSA可能会增加吸烟者的 对香烟的不耐烦和估价。同样，尽管许多公益广告旨在唤起这样的感觉 作为悲哀，很少，如果有的话，系统研究采取了理论指导和经验严谨的方法 测试哪种特定情绪会触发哪种行为效果。 对广泛应用的评估倾向框架的研究(Lerner&Keltner，2000；2001) 为这种特定的情感效果提供了基础。应用这一框架，本项目将开展三项工作 比较悲伤和感激的影响的研究(并控制两者相似的情绪) 关于即刻和长期的吸烟行为。我们选择悲伤是因为我们之前的研究表明 悲伤会增加暂时的贴现率(即不耐烦)，与感恩形成对比，感恩会减少 临时贴现率。我们选择悲伤也是因为我们的形成性研究显示，它是最 在疾病控制中心的反烟草公共服务活动中经常引发负面情绪。 在研究1中，我们将评估悲伤和感激对立即吸烟的不耐烦的具体影响 在具有全国代表性的网络样本中进行奖励。为了测试情绪的特异性，我们对比了 悲伤伴随着厌恶，感激伴随着幸福。了解情感诱导对谁最有利 影响，我们将进行适度分析，评估易患上的社会和人口因素 吸烟风险更高的个体。在研究2a中，我们将评估悲伤和感激对时间的影响。 立即吸烟奖励、香烟价值、吸烟认知和行为的折扣。在……里面 研究2b，我们将评估反复暴露在情绪中对戒断行为的累积影响 90天内的入职时间(X 4)。该项目将为更多的 准确预测接触PSA的后果。它还将为未来的研究提供科学基础。 制定公益广告，以减少烟草使用，促进癌症预防。最后，因为这个项目 包括一个代表公共健康、情感科学、决策科学、经济学、 和统计数据，这项研究整合了来自多个文献的见解。

PROJECT SUMMARY / ABSTRACT Recent decades have witnessed an explosion of scientific research on emotion and decision making. This project aims to harness insights from this burgeoning body of research to develop a theoretically-grounded and empirically-tested foundation for improving the effectiveness of emotionally-evocative public service announcements (PSAs) that target smoking. PSAs constitute a cornerstone in federal- and state- funded cancer control efforts, but large gaps exist in understanding how and for whom emotionally-evocative PSAs are effective, revealing a critical need for research. Although anti-smoking PSAs can be effective at a population level, some evidence shows that they can also trigger unintended “boomerang” effects. Moreover, results of previous studies on human emotions suggest that PSAs that induce sadness may ironically increase smokers’ impatience for and valuation of cigarettes. Likewise, although many PSAs are designed to evoke feelings such as sadness, few, if any, systematic studies have taken a theory-guided and empirically rigorous approach to testing which specific emotions will trigger which behavioral effects. Research drawing on the widely-applied Appraisal Tendency Framework (Lerner & Keltner, 2000; 2001) provides a basis for such emotion specific effects. Applying this framework, this project will conduct three studies that compare the effects of sadness versus gratitude (and control emotions of similar valence to each) on immediate and long-term smoking behavior. We select sadness because our previous research reveals that sadness increases temporal discount rate (i.e., impatience), and contrast it with gratitude, which decreases temporal discount rate. We also select sadness because our formative research reveals that it is the most frequently evoked negative emotion in the Centers for Disease Control’s anti-tobacco public service campaign. In Study 1, we will assess the specific effects of sadness and gratitude on impatience for immediate smoking reward among a nationally representative web-based sample. To test for emotion specificity, we contrast sadness with disgust and gratitude with happiness. To understand for whom emotion induction yields greatest impact, we will conduct moderation analyses assessing social and demographic factors that predispose individuals to higher smoking risk. In Study 2a, we will assess the effect of sadness and gratitude on temporal discounting of immediate smoking reward, valuation of cigarettes, and smoking cognitions and behaviors. In Study 2b, we will assess the cumulative effect on cessation behavior of repeated exposure to emotion induction (x 4) over a 90-day period. The project will provide a theoretically-grounded framework for more precise prediction of the outcomes of exposure to PSAs. It will also provide a scientific base for future development of PSAs to reduce tobacco use and promote cancer prevention. Finally, because the project includes an interdisciplinary team representing public health, emotion science, decision science, economics, and statistics, the research integrates insights from multiple literatures.