Abstract

Objective

There is insufficient evidence for the effectiveness of various tones of communication in modifying health behaviours. We examine the moderating role of assertiveness in the effect of positive/negative language on emotional responses (optimism, self-efficacy, and guilt), and resulting preventive health behaviours.

Design

Three experiments were employed. An online experiment tests the relationship between positive/negative language and assertiveness when people communicate about healthful eating. Next, a field study examines the moderating effect of assertiveness in positive and negative language encouraging using sunscreen among street passers-by. Third, an online study explores whether the effect of assertiveness in positive and negative messages on hand-washing intentions is mediated by increased optimism and self-efficacy, and decreased guilt, respectively.

Results

Positive language increases compliance when expressed assertively because the assertive tone emphasises optimism and self-efficacy. Conversely, negative communication is more effective when expressed non-assertively, because of the replenishing effect of the gentler tone on the guilt evoked by the negative communication.

Conclusion

Assertiveness serves as an intensifier of what is being communicated. When considering whether to employ positive or negative language in health messaging, assertiveness should be considered as part of the design of effective health communication strategies leading to health promoting behaviour change.

中文翻译：

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往正面想！对促进预防性健康行为的积极和消极语言中的自信的情绪反应

摘要

客观的

没有足够的证据表明各种沟通方式在改变健康行为方面的有效性。我们研究了自信在积极/消极语言对情绪反应（乐观、自我效能和内疚）以及由此产生的预防性健康行为的影响中的调节作用。

设计

使用了三个实验。一项在线实验测试了人们交流健康饮食时积极/消极语言与自信之间的关系。接下来，一项实地研究检验了鼓励街头行人使用防晒霜的积极和消极语言中自信的调节作用。第三，一项在线研究探讨了积极和消极信息中的自信对洗手意愿的影响是否分别通过增加乐观和自我效能感以及减少内疚感来调节。

结果

当自信地表达时，积极的语言会增加依从性，因为自信的语气强调乐观和自我效能。相反，消极沟通在非强硬表达时更有效，因为温和的语气对消极沟通引起的内疚有补充作用。

结论

自信可以增强所传达的内容。在考虑在健康信息传递中使用正面还是负面语言时，应将自信视为有效健康沟通策略设计的一部分，从而导致健康促进行为的改变。