Insufficient message exposure is still a major obstacle for effective health communication activities, and little is known on how message features affect selective exposure and persuasion. This study examined the effects of two health message features, suggested susceptibility and gain–loss framing, on respondents’ selective exposure and subsequent health behavior intentions. Two personality traits, repression-sensitization and approach/avoidance motivation, were studied as moderators of the proposed relationships. An experimental 2 (suggested susceptibility: low vs. high) × 2 (gain–loss framing: gain- vs. loss-framed message) study was conducted. Participants browsed through an online health magazine while their message choices were unobtrusively logged. A subsequent online questionnaire assessed personality dispositions and behavioral intentions. High levels of message susceptibility increased both selective exposure to health messages and respondents’ motivation to engage in adaptive health behaviors. Gain–loss framing did not affect message exposure or behavioral intentions, with one exception: Avoidance-oriented low-anxious respondents selected more loss-framed than gain-framed articles for reading. Repression-sensitization and approach/avoidance motivation did not moderate health message effects, but partly influenced these measures directly or in combination. The number of articles to choose from was limited, and it is unclear to what extent the findings can be generalized to other, more familiar health topics. Emphasizing readers’ susceptibility to health threats appears very effective for increasing exposure to health messages and protective behavioral intentions. The effectiveness of gain–loss framing, by contrast, largely depends on moderating factors.

中文翻译：

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加强对健康信息和健康意向的选择性暴露

信息暴露不足仍然是有效的健康交流活动的主要障碍，人们对信息特征如何影响选择性暴露和说服力知之甚少。这项研究检查了两种健康信息特征（建议的药敏性和增减框架）对受访者的选择性暴露和随后的健康行为意图的影响。研究了两种人格特质，即压抑敏感性和进近/回避动机，作为所提议关系的主持人。进行了一项实验2（建议的磁化率：低vs.高）×2（增益-损耗成帧：增益vs.损耗框信息）研究。参加者浏览了在线健康杂志，而他们的信息选择被记录下来了。随后的在线问卷评估了人格倾向和行为意图。较高的消息易感性不仅增加了对健康消息的选择性暴露，还增加了受访者进行适应性健康行为的动机。收益损失框架不会影响消息的暴露或行为意图，但有一个例外：避免回避型低焦虑的受访者选择的损失框架多于收益框架的文章。压抑敏感性和进近/回避动机并未减轻健康信息的影响，但部分地直接或联合影响了这些措施。可供选择的文章数量有限，目前尚不清楚这些发现可以推广到其他更熟悉的健康主题的程度。强调读者对健康威胁的敏感性似乎对增加接触健康信息和保护性行为意图非常有效。