ABSTRACT

Deviance regulation theory proposes that when a behavior is seen as common, a loss-frame message should be more effective; conversely, when a behavior is seen as uncommon, a gain-frame message should be more effective. The current study tests deviance regulation theory in the context of organ donation promotion. Non-donors (N = 386) were randomly assigned to view messages in a 2 (norm: high vs. low) x 2 (frame: gain vs. loss) factorial design. Dependent variables included behavioral intention and information seeking. Results were inconsistent with deviance regulation theory’s proposed interaction between norm and message frame. Rather, there was a main effect such that participants who read a low norm message engaged in greater information seeking than those who read a high norm message. Notably, the high norm message was seen as less believable than the low norm message. The theoretical and practical implications of these findings are discussed.

摘要

偏差规制理论提出，当一种行为被视为普遍现象时，损失框信息应该更有效；相反，当一种行为被视为不常见时，增益帧消息应该更有效。目前的研究在促进器官捐赠的背景下测试了偏差调节理论。非捐赠者（N= 386）被随机分配为以2（标准：高vs.低）x 2（框架：增益与损失）因子设计查看消息。因变量包括行为意图和信息寻求。结果与偏差规制理论提出的规范与信息框架之间的相互作用不一致。而是有一个主要的效果，即阅读低规范信息的参与者比阅读高规范信息的参与者要寻求更多的信息。值得注意的是，高规范信息被认为比低规范信息更不可信。讨论了这些发现的理论和实践意义。