Effects of narratives, frames, and involvement on health message effectiveness.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2022-07-01 Epub Date: 2021-08-18 DOI:10.1080/07359683.2021.1965824

Michail Vafeiadis, Fuyuan Shen

引用次数: 5

Abstract

An online 2 (evidence type: narrative vs. informational) × 2 (message frame: gain vs. loss) × 2 (involvement: low vs. high) between-subjects factorial experiment was conducted to examine their effects in skin cancer awareness campaigns. Results showed that loss-framed narratives were convincing for high-involved individuals, whereas both gain-framed informational and loss-framed narratives evoked higher issue attitudes and behavioral intentions for low-involved ones. Mediation analyses showed that identification with the story protagonist mediated narrative effects on the outcome variables. Theoretical and practical implications for sun protection awareness campaigns are discussed.

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叙述、框架和参与对健康信息有效性的影响。

进行了在线2(证据类型:叙述与信息)x2(信息框架:获得与损失)x2(参与度:低与高)受试者间析因实验，以检查其在皮肤癌宣传活动中的影响。结果表明，对于高参与个体而言，失去框架叙事具有较强的说服力，而对于低参与个体而言，获得框架信息叙事和失去框架叙事都能诱发较高的问题态度和行为意向。中介分析表明，对故事主角的认同中介叙事对结果变量有影响。讨论了防晒意识运动的理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.