Hierarchical versus Simple Persuasive Messages

等级说服性信息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，次要建议被提倡为应急措施（“不要发生性行为，但如果你这样做，使用避孕套”）。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。 拟议实验的具体目的是评估短期和长期处理， 与简单的（仅包含一个建议）说服性消息相比，分层的说服性、判断性和行为意图后果。 将评估接收层次信息和简单信息的影响，包括一般问题（例如，预防太阳引起的皮肤癌）以及提出的主要和次要建议，特别关注层次信息是加强还是削弱主要（最有效）建议的说服效力。 在这个国家，医疗保健费用的螺旋式上升是一个社会和经济问题。 一个简单的事实被广泛认同：预防性的行为改变（人们为了提高生活方式的健康而做出的改变）可能是最有效的削减成本的措施。行为科学家通过评估旨在改善一般人群身心健康的与健康有关的说服技术的有效性，为增加预防保健做出贡献。 这个研究项目评估了等级说服信息的有效性，等级说服信息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（如果最佳策略无法实现，则作为应急建议）。 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方法。 尽管它们在公共卫生运动中越来越受欢迎，但人们对分层信息的实际说服力或行为有效性知之甚少。 拟议的实验的具体目的是评估短期和长期的有说服力的影响层次信息对健康相关的态度和行为，特别关注是否层次信息加强或削弱的说服力的有效性的主要（最有效的）建议，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.