ABSTRACT

Vaping is the most prevalent form of tobacco use among youth in the United States. Motivated by the certainty effect in prospect theory, this study investigated the role of uncertainty tolerance as a potential moderator of the effects of gain- vs. loss-framed text messages for youth vaping prevention. Youth susceptible to future vaping (N = 536) were randomized to view a series of eight gain- or loss-framed text messages about the health consequences of vaping. Cognitive and affective responses to the messages as well as beliefs, attitude, and intentions about vaping were assessed post-exposure. Results showed an overall advantage of the loss frame on several outcomes. Additionally, an interaction between framing and uncertainty tolerance was observed for most outcomes such that the loss frame was more effective for those high in uncertainty tolerance, while the gain frame held a slight edge for those low in uncertainty tolerance. Findings from this study have implications for further engaging prospect theory in message framing research. They may also inform audience segmentation and targeted message design for youth vaping prevention efforts.

摘要

电子烟是美国青少年中最普遍的烟草使用形式。受前景理论中确定性效应的启发，本研究调查了不确定性容忍度作为增益与损失框架短信对青少年电子烟预防影响的潜在调节剂的作用。未来易受电子烟影响的青少年 (N = 536) 被随机分配以查看一系列八个关于电子烟对健康后果的增益或损失框架短信。对信息的认知和情感反应以及对电子烟的信念、态度和意图在暴露后进行了评估。结果显示损失框架在几个结果上的总体优势。此外，对于大多数结果，观察到框架和不确定性容忍度之间的相互作用，因此损失框架对不确定性容忍度高的人更有效，而增益框架对不确定性容忍度低的人略有优势。这项研究的结果对进一步将前景理论纳入消息框架研究具有重要意义。他们还可以为青少年电子烟预防工作的受众细分和有针对性的信息设计提供信息。