拒菸廣告的恐懼訴求對年輕族群的說服效果：調控焦點與訊息框架之影響

The Persuasive Effect of an Appeal to Fear in Anti-tobacco Advertisements: The Influences of Self-regulation and Message Framing in Young Adults

10.6288/TJPH2013-32-01-07

汪志堅(Chih-Chien Wang)；楊運秀(Yun-Hsiou Yang)；李明倩(Ming-Chian Lee)

拒菸廣告 ； 恐懼訴求 ； 調控焦點 ； 訊息框架 ； anti-tobacco advertisement ； fear appeal ； self-regulatory ； message framing

台灣公共衛生雜誌

32卷1期（2013 / 02 / 01）

62 - 74

繁體中文

目標：本論文探討恐懼訴求是否有助於提升拒菸廣告的說服效果，以及調控焦點、訊息框架對於恐懼訴求所產生說服效果的影響。方法：本論文共進行二次實證研究，研究一將閱聽人的調控焦點納入考慮，探討恐懼訴求的說服效果是否受閱聽人的調控焦點所影響，受訪者被隨機指派觀看恐懼或非恐懼訴求的拒菸廣告，並被詢問其對於廣告的態度與對於抽菸的態度，以比較恐懼與非恐懼訴求的廣告效果。研究二則將訊息框架對於恐懼訴求的影響納入考慮，採2（恐懼與非恐懼訴求）*2（正面與負面訊息框架）實驗設計，以了解調控焦點、恐懼訴求與訊息框架對於拒菸廣告效果的影響。結果：恐懼廣告的知覺效能及行為意圖高於非恐懼廣告，調控焦點有干擾恐懼訴求對於廣告態度及行為意圖的效果，且訊息框架會干擾拒菸廣告中恐懼訴求的說服效果。結論：經二次實證研究，本論文發現恐懼訴求在某些狀況下，確實能提升說服效果，但調控焦點會干擾恐懼訴求對於拒菸廣告態度行為意圖的影響，而訊息框架的配適性也會對恐懼訴求產生的廣告效果產生影響。

Objectives: An appeal to fear may attract an audience's attention to anti-smoking advertisements that reveal tobacco to be harmful and lead to Chronic Obstructive Pulmonary Disease. Two empirical studies investigated the persuasive effects of advertisements with appeals to fear and the moderating effect of a self-regulatory focus. Methods: In Study 1. a paper-and-pencil questionnaire survey of 172 subjects was used to compare the persuasive effects of anti-tobacco ads with and without appeals to fear, and to examine the moderating effect of a self regulatory focus. In Study 2, a 2 (fear /non-fear) by 2 (positive /negative framed message) experimental design with 185 subjects was used to examine the moderating effect of message framing on the persuasive effect of an appeal to fear. Results: Audiences' perceived efficacy and behavioral intent were greater when the ad contains appeals to fear. Both a self-regulatory focus and message framing moderated the impact of appeals to fear on the attitudes toward ads and behavioral intent. Conclusions: According to these empirical studies, we found that an appeal to fear could enhance the persuasive effect: however, a self-regulatory focus might moderate the impact of appeals to fear on attitudes toward anti-tobacco advertisements and behavioral intent. Message framing might also moderate the persuasive effect of appeals to fear.

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