Two Sizes May Fit All: Promoting Healthier Choices Through Regulatory Fit in Risk Communications.

Q1 Agricultural and Biological Sciences
Adriano da Silva Costa, Rui Gaspar
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引用次数: 1

Abstract

Aims and background: For consumers to make healthy informed decisions (e.g. choose a low nutritional risk food product), they need to receive and exchange information with experts, health authorities, health and risk communicators and other interest groups. However, communicators often face the challenge that consumers avoid such information and have a low engagement with health and risk communication activities. This often results from a lack of consideration of consumers' characteristics and communications customization to them.

Methods: A potential approach to increase engagement with communications is providing information that fits consumers' need and goals, particularly their regulatory orientation. We propose that such customization can be applied within a Mental Models' Approach operationalized through a recently patented Mental Modeling Technology PlatformTM (US9262725B2).

Results: Drawing results from psychological science and particularly Regulatory Focus Theory, communications can be customized to two global individual's goal orientation: 1) Promotion focus; 2) Prevention Focus. Communications customized into a promotion orientation (vs. prevention orientation) should make salient gains/positive consequences (vs. losses/negative consequences). Regulatory orientation should be measured in Mental Models Approach step two and message customization in step three (communication design).

Conclusion: The role of individual psychological factors which influence food perception and choice should be considered in future studies/interventions to promote healthier decisions. Those responsible for designing mass dissemination messages and/or public health interventions, may benefit from using regulatory fit to facilitate behavior change, particularly when cost-effective personalized bidirectional communications are not possible.

两种方式可能适合所有人:通过风险沟通中的监管适应促进更健康的选择。
目的和背景:为了让消费者做出健康的知情决定(例如选择低营养风险食品),他们需要接收专家、卫生当局、健康和风险传播者以及其他利益团体的信息并与之交流。然而,传播者往往面临这样的挑战,即消费者回避此类信息,对健康和风险传播活动的参与程度较低。这通常是由于缺乏对消费者特征的考虑和对他们的沟通定制。方法:提供符合消费者需求和目标的信息,特别是他们的监管取向,是增加参与沟通的一个潜在途径。我们建议,这种定制可以应用于心智模型方法,该方法通过最近获得专利的心智建模技术平台tm (US9262725B2)来实现。结果:借鉴心理科学,特别是调节焦点理论的结果,沟通可以根据两个全球个体的目标取向进行定制:1)促进焦点;2)预防重点。针对促进导向(相对于预防导向)定制的沟通应该会产生显著的收益/积极的后果(相对于损失/消极的后果)。监管导向应该在心智模型方法的第二步进行测量,在第三步(沟通设计)进行消息定制。结论:在未来的研究/干预中应考虑影响食物感知和选择的个体心理因素的作用,以促进更健康的食物选择。负责设计大众传播信息和(或)公共卫生干预措施的人可能会受益于利用监管适宜性促进行为改变,特别是在不可能实现具有成本效益的个性化双向通信的情况下。
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来源期刊
Recent patents on food, nutrition & agriculture
Recent patents on food, nutrition & agriculture Agricultural and Biological Sciences-Agronomy and Crop Science
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