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Data Analysis and Knowledge Discovery  2022, Vol. 6 Issue (6): 11-21    DOI: 10.11925/infotech.2096-3467.2021.1128
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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
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Abstract  

[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.

Key wordsMessage Framing      Health Behavior Change      Gain-Loss Framing      Temporal Framing      Eye-Tracking Experiment     
Received: 07 October 2021      Published: 28 July 2022
ZTFLH:  G203  
Fund:National Natural Science Foundation of China(72174083);Basic and Applied Basic Research Foundation of Guangdong Province(2021A1515011956)
Corresponding Authors: Han Wenting     E-mail: njuhanwt@smail.nju.edu.cn

Cite this article:

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.

URL:

https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2021.1128     OR     https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2022/V6/I6/11

Example of Experiment Materials
因变量 自变量 均值 F P
总注视时长 损失框架 49.456 4.834 0.045*
收益框架 32.633
注视次数 损失框架 165.130 0.152 0.702
收益框架 152.500
平均注视时长 损失框架 0.314 8.727 0.003**
收益框架 0.223
ANOVA Results of Gain-Loss Framing
因变量 自变量 均值 F P
总注视时长 近期框架 15.624 0.428 0.524
远期框架 13.530
注视次数 近期框架 70.380 1.206 0.291
远期框架 57.380
平均注视时长 近期框架 0.215 1.504 0.240
远期框架 0.243
ANOVA Results of Short-Term Framing & Long-Term Framing
Mechanism Between Health Information and Health Behavior Intention
序号 健康信息需求 访谈资料
1 健康行为
教程类信息
P3:比较具体的那种运动方法,比如在家,几分钟,做什么动作,有什么注意事项,以及一些真人示范可以让我跟着学。
P7:怎么运动更科学、最有效率,就是花最少的时间有最大的效果的那种信息。
P9:每天花个几分钟时间,而且很简单的运动方式,用这种东西来吸引我的眼球,我可能会去关注一下。
P15:涉及不同的锻炼条件的,有设备或者没设备,还有分阶段的,初级、进阶版这种。
2 健康行为
激励类信息
P1:因为我比较喜欢看体育比赛,所以给我看一些运动员他们平时的生活方式和训练方式,会想去模仿一下。这些运动员会对自己起到一些榜样的作用。
P2:看到那种很好看的健身博主和她们健身之后的好身材的照片,还有她们分享的一些健身的方式,会让我想去健身。
3 健康风险
类信息
P4:那些健康风险的案例或者新闻,比如办公桌前猝死的那种新闻,可能会更具有冲击性。
P11:因为我们现在是长期坐在办公室学习,如果给我推荐一个,就是那种“办公室白领因长期不运动发生什么疾病,这些危害你要知道”。我就肯定会点进去看。
4 健康收益
类信息
P14:对于女孩子来讲的话,可能大部分开始运动的目标都是减肥。所以如果文章中说到运动对减重方面的作用,提供一个运动了多长时间的一个案例,她的体重、腰围、体脂分别减了多少,然后通过怎样的一种运动方式,可能对女生来说是比较感兴趣的。
P16:这里说的运动防止癌症啊这些,虽然是疾病,但是我觉得离我很远。如果说运动可以变瘦、变美啊之类的,我可以考虑一下。
5 健康知识
科普类信息
P6:以视频或者动画建模的形式去解析身体机能的信息,更直观一点地让人理解身体的这些运动和不运动的区别,我觉得更有说服力一些。
6 监督奖励
机制类信息
P8:有的公众号文章,开展了每天运动打卡领奖励的这种活动,我是比较愿意去参加的。
Personal Information Needs of Individuals in Pre-contemplative Stage
Six Types of Health Information Needed by Individuals in Pre-contemplative Stage
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