背景:加强疫苗在结束COVID-19危机中起着关键作用。然而,推广COVID-19加强疫苗接种往往会干扰个人的选择自由,并导致心理反应。
目的:为了促进公众接受COVID-19加强剂量的意向,本研究旨在从心理电抗理论的角度探讨不同信息设计的有效性。
方法:2022年1月在澳门进行了2×2×2阶乘实验(N=469)。进行了偏最小二乘结构方程建模和互补三路方差分析,以检查消息帧的影响(增益帧与丢失帧),自由恢复后记(现在vs.缺席),和其他参考线索(目前与缺席)减少心理电抗。
结果:本研究通过检查心理电抗理论在COVID-19加强疫苗接种促进背景下的适用性,成功地扩大了心理电抗理论的范围。我们的发现表明,带有增益框架的促销信息在减少感知电抗方面往往是最有效的。然而,自由恢复后记,其他引用线索,发现混合信息设计在减轻电抗方面无效。此外,从信息框架到意图的直接影响的微不足道表明,信息设计本身不能影响人们的疫苗接种意图;相反,它必须依靠减少感知到的威胁,电抗,进一步提高疫苗接种意向。
结论:我们的研究从心理电抗的角度提供了有价值的见解,识别可以在健康促销中有效的消息功能。此外,专门旨在减少对自由的威胁的信息设计可能会产生意想不到的说服力效果,目前在健康促进策略中被忽视的一个方面。
The booster vaccine plays a key role in ending COVID-19 crisis. However, promoting COVID-19 booster vaccination often interferes with individuals\' freedom of choice and leads to psychological reactance.
To promote the public\'s intention to receive COVID-19 booster dose, this study aimed to investigate the effectiveness of different message designs from psychological reactance theory\'s perspective.
A 2 × 2 × 2 factorial experiment was conducted in Macao in January 2022 (N = 469). Partial least squares structural equation modeling and a complementary three-way ANOVA were performed to examine the effects of message frame (gain frame vs. loss frame), freedom restoration postscripts (present vs. absent), and other-referencing cues (present vs. absent) on reducing psychological reactance.
The present study has successfully broadened the scope of the psychological reactance theory by examining its applicability to the context of COVID-19 booster vaccination promotion. Our findings indicate that the gain-framed promotion messages tend to be the most effective in reducing perceived reactance. However, freedom restoration postscripts, other-referencing cues, and mixed message design were found to be ineffective in alleviating reactance. Besides, the insignificance of direct effect from message frame to intention suggests that the message design itself cannot influence people\'s vaccination intentions; rather, it must rely on reducing perceived threat, reactance, and further improving vaccination intentions.
Our study offered valuable insights from psychological reactance perspective, identifying message features that can be effective in health promotions. Furthermore, message design specifically aimed at reducing the threat to freedom may yield unexpected persuasive effects, an aspect currently overlooked in health promotion strategies.