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Targeting Physical Inactivity – Effects of Three Different Consequence Frames on Population Subgroups’ Health-Related Perceptions and Behavioral Intentions
Journal of Health Communication ( IF 2.742 ) Pub Date : 2021-02-26 , DOI: 10.1080/10810730.2020.1868025
Anna J M Wagner 1 , Freya Sukalla 2
Affiliation  

Physical inactivity constitutes a major health problem in many Western societies affecting a variety of social groups. As these groups often differ in responsivity to physical inactivity messages, the strategy of message targeting, i.e. the customization of messages toward shared characteristics of a social group provides a useful framework for designing effective communication. Whereas focusing on health consequences of physical inactivity might prove useful for some social groups, it might be more effective to emphasize its social or financial consequences for others. The current examination compares the effects of three types of consequence framing (health consequences vs. social consequences vs. financial consequences of physical inactivity) on health-related perceptions and intentions for different population subgroups. An experiment with a one-factorial between subjects design based on a quota sample was conducted. 348 respondents differing in terms of age, sex, and formal education were randomly assigned to one of the three experimental conditions and read an accordingly manipulated newspaper article. Findings show that financial and social consequence frames were more effective than health consequence frames. Both frames positively influenced behavioral intentions through perceptions of susceptibility. These effects were largely independent of sociodemographic variables, although sex and education emerged as moderators in some cases.



中文翻译:

针对缺乏身体活动——三种不同后果框架对人口亚群健康相关认知和行为意图的影响

在影响各种社会群体的许多西方社会中,缺乏身体活动是一个主要的健康问题。由于这些群体对缺乏身体活动信息的反应往往不同,信息定向策略,即针对社会群体的共同特征定制信息,为设计有效的沟通提供了一个有用的框架。虽然关注缺乏身体活动对健康的影响可能对某些社会群体有用,但强调其对其他人的社会或经济影响可能更有效。当前的检查比较了三种类型的后果框架(健康后果与社会后果与缺乏身体活动的财务后果)对不同人口亚群的健康相关认知和意图的影响。进行了一项基于配额样本的单因素受试者设计实验。348 名年龄、性别和正规教育不同的受访者被随机分配到三个实验条件之一,并阅读相应操纵的报纸文章。结果表明,财务和社会后果框架比健康后果框架更有效。两个框架都通过对易感性的感知对行为意图产生积极影响。这些影响在很大程度上独立于社会人口变量,尽管在某些情况下性别和教育作为调节因素出现。和正规教育被随机分配到三个实验条件之一,并阅读相应操纵的报纸文章。结果表明,财务和社会后果框架比健康后果框架更有效。两个框架都通过对易感性的感知对行为意图产生积极影响。这些影响在很大程度上独立于社会人口变量,尽管在某些情况下性别和教育作为调节因素出现。和正规教育被随机分配到三个实验条件之一,并阅读相应操纵的报纸文章。结果表明,财务和社会后果框架比健康后果框架更有效。两个框架都通过对易感性的感知对行为意图产生积极影响。这些影响在很大程度上独立于社会人口变量,尽管在某些情况下性别和教育作为调节因素出现。

更新日期:2021-05-06
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