Impacts of Message Framing on Changing Intention of Health Behaviors —An Eye-Tracking Experiment
Han Wenting1(),Han Xi2,Zhu Qinghua3
1School of Management & Engineering, Nanjing University, Nanjing 210023, China 2School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China 3School of Information Management, Nanjing University, Nanjing 210023, China
[Objective] This paper explores the impacts of message framing (gain-loss framing and time framing) on the changing intention of individual’s health behaviors in a pre-contemplative stage, aiming to identify the information guiding people’s health behavioral intentions. [Methods] First, we designed four types of health information based on message framing theory. Then, we used an eye-tracking experiment to record participants’eye movements while reading health information and analyzed these data with ANOVA. Third, we used the semi-structured interview to explore the mechanism between message framing and health behavioral intentions. Finally, we identified participants’ health information needs. [Results] Loss framing information attracted more attention than the gain framing information (Total Fixation Duration: 49.456>32.633, P=0.045; Average Fixation Duration: 0.314>0.223, P=0.003). There was no significant difference between short-term framing and long-term framing information (Total Fixation Duration: P=0.524; Fixation Count: P=0.291; Average Fixation Duration: P=0.240). Health information influenced behavioral intention by increasing perceived risks, benefits and self-efficacy. Six types of health information acquired by individuals in the pre-contemplative stage were identified through interview data. [Limitations] The diversity and number of subjects, as well as types of message framing need to be expanded. [Conclusions] This study provides some reference for personalized health information intervention studies in the future.
韩文婷, 韩玺, 朱庆华. 信息框架对健康行为意愿改变的作用研究——眼动实验与启示*[J]. 数据分析与知识发现, 2022, 6(6): 11-21.
Han Wenting, Han Xi, Zhu Qinghua. Impacts of Message Framing on Changing Intention of Health Behaviors —An Eye-Tracking Experiment. Data Analysis and Knowledge Discovery, 2022, 6(6): 11-21.
(National Institute for Nutrition and Health Chinese Center for Diease Control and Prevention. Healthy China Operation (2019—2030)[EB/OL]. [2021-07-06]. http://www.chinanutri.cn/fgbz/fgbzfggf/202006/t20200622_217455.html.)
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