红色及图形表征对健康行为的助推作用  

The Promoting Effect of Red Graphics on Health Behavior

作　　者：李晓明[1,2] 戴婷 彭运石 Li Xiaoming;Dai Ting;Peng Yunshi(Department of Psychology,Hunan Normal University,Changsha,410081;Cognition and Human Behavior Key Laboratory of Hunan Province,Changsha,410081)

机构地区：[1]湖南师范大学教育科学学院心理系,长沙410081 [2]认知与人类行为湖南省重点实验室,长沙410081

出　　处：《心理科学》2020年第6期1425-1431,共7页Journal of Psychological Science

基　　金：教育部人文社会科学重点研究基地(天津师范大学)重大项目(08JJDXLX267)的资助。

摘　　要：本研究旨在从信息表征的角度探讨红色及图形表征对健康行为的助推作用。实验1和实验2分别采用星号图和直条图,通过操纵图形颜色或装有实验材料的信封颜色,以探讨数量信息表征方式(图形vs.数字)及颜色(红vs.蓝、黑或白)对健康风险回避行为的影响。实验3将采用更加形象的人物杆形图探讨在不同决策框架下红色及图形能否有效助推宫颈癌疫苗的接种意愿。结果发现,在损失及收益框架下,红色及图形均能稳定助推健康行为,但当用信封操纵颜色背景时,红色的作用会降低。结果表明,红色及图形均可有效助推健康行为,与通常的黑色数字相比,二者相结合可使这一助推效果更为稳定。Although individuals might think that important decisions such as health would be guided by thoughtful analysis of health information, existing evidences found that such decisions can actually be affected by the subtle, threat-related cues contained in the numerical informational representation and the color of messages. Based on an integration of theory and research pertaining to message framing and color priming, previous studies demonstrated an obvious graphical effect in the field of health-risk avoidance such that graphical formats for conveying health risk information were more effective than numerical formats for promoting risk-avoidant behavior. However, those studies only presented risk information in gray or black, and ignored the color of displays. Moreover, some studies indicated that red, relative to blue and other colors, should be more effective in promoting health behaviors. Based on these considerations, the current study aimed at investigating the effects of message framing and color on the effectiveness of persuasive health messages by three experiments.The present study explored the role of red graphics in promoting health behavior from the perspective of information salience. Experiments 1 and 2 used asterisks and histograms to explore the impact of color(red, blue, black, or white) and numerical informational presentation(numbers versus graphics) on health behavior. Experiment 1 and 2 used the "Improved Toothpaste" scene selected from Stone, Yates, and Parker(1997) for reference. The color was manipulated by the colors of graphics in Experiment 1. Experiment 2 further manipulated the priming color by the envelopes for placing experimental materials. The results indicated that asterisks and histograms formats led to greater health-risk avoidance compared to the numerical display;The color affected risk avoidance significantly, that is, participants in red conditions showed more promoted health-risk avoidance in contrast to black and white. However, when colors were manipulated by the envelope

关 键 词：框架效应 图形框架效应 红色心理效应 健康行为 

分 类 号：B848[哲学宗教—心理学]