反菸訊息之架構、內容與說服效果：規範焦點的調節角色

The Effect of Message Framing and Content on Antismoking PersuasionThe Moderating Role of Regulatory Focus

張秀惠(Hsiu-Hui Chang)

指導教授 ： 方文昌

共同指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/博士(2012年)

摘要

本研究認為反菸訊息的有效性除了受訊息架構影響，還受到訊息所強調的利益或損失的類型所影響，而且因為個人可能對不同的訊息內容可能有不同的敏感性，因此還考慮個人規範焦點對訊息說服力的調節效果。所以本研究之目的為探討規範焦點在反菸訊息中不同的訊息架構與訊息內容對說服效果之調節角色。
本研究以實驗法收集資料，實驗之研究設計採用 2（訊息架構：正面vs.負面）×2（訊息內容：健康vs.外觀）受測者間設計；以不同的訊息敘述操弄訊息架構與訊息內容，因此有四種反菸訊息版本。實驗前一週衡量受測者的慢性規範焦點。依變數為不吸菸意圖。
研究發現支持規範焦點的調節假說。具體而言，(a)對促進焦點者，正面架構之反菸訊息較有說服力（vs.負面架構），預防焦點者則反之；(b)對促進焦點者，外觀內容之反菸訊息較有說服力（vs.健康內容），預防焦點者則反之；(c)對促進焦點者，正面架構外觀內容之反菸訊息最有說服力；對預防焦點者，負面架構健康內容之反菸訊息比正面架構外觀內容之反菸訊息有說服力。

關鍵字

反菸訊息 ； 訊息架構 ； 訊息內容 ； 說服力 ； 規範焦點

並列摘要

Previous research on persuasion has focused on the relative effectiveness of positive vs. negative framing of messages on decisions to perform an advocated behavior. However, message framing has not always produced a consistent effect on behaviors, in general, and health behaviors, in particular. Avoiding tobacco products and Smoking cessation are one of health behaviors. Persuasive messages of antismoking are usually designed to elicit feelings of threat or fear by presenting the negative consequences of cigarette smoking. Similarly, the literature indicates that the persuasiveness of negatively framed messages is varied.
The present study suggests that the persuasiveness of antismoking messages is also determined by which kind of benefits or losses are focused and is moderated by regulatory focus of message receivers. Accordingly, this study investigates the persuasiveness of message framing and message content in antismoking with varying regulatory foci.
A 2×2 experiments was conducted in which message framing (positive vs. negative) and message content (cosmetic content vs. health content) were manipulated between subjects, yielding 4 antismoking message conditions. One week before the experiment was conducted, participants filled out a questionnaire used to measure individual differences in chronic regulatory focus. The dependent measure was intention not to smoke cigarettes.
The findings support the moderating role of regulatory focus in persuasion. Specifically, for promotion-focused individuals, antismoking message with (a) positive framing and (b) cosmetic content is more persuasive than negative framing and health content, respectively, and (c) positively framed cosmetic content is the most persuasive; for prevention-focused individuals, antismoking message with (a) negative framing and (b) health content is more persuasive than positive framing and cosmetic content, respectively, and (c) negatively framed health content is more persuasive than positively framed cosmetic content.

並列關鍵字

Antismoking Message ； Message Framing ； Message Content ； Persuasion ； Regulatory Focus

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