핵심정보 중심 건강 메시지가 메시지 수용 및 건강증진 의도에 미치는 효과

초록

Objectives: Building upon from the Fuzzy Trace Theory, this study aimed to examine the effects of gist-based health messages on message reception and behavioral intention. Methods: We conducted online experiments employing 2 by 2 between-subject design with 451 adults in 20s in the context of sugar overconsumption. We performed analysis of variance and multiple regressions to test the effects of message features on participants’ message recall and interpretation, risk perception, self-efficacy, and behavioral intention, as well as their interaction effects with participants’ thinking style. Results: Overall, exposure to gist-based messages was likely to increase message recall and interpretation. There were some noteworthy interaction effects between message exposure and participants’ thinking style on outcome variables. Conclusions: These findings suggest that more efforts be made to develop effective gist-based health messages and invite further research for empirical evidence.

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