Physical activity promotion : precise matching of message frames and affect types
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
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Detail(s)
Original language | English |
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Pages (from-to) | 78-95 |
Journal / Publication | Psychology and Health |
Volume | 36 |
Issue number | 1 |
Online published | 13 May 2020 |
Publication status | Published - 2021 |
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DOI | DOI |
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Attachment(s) | Documents
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Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-85085019807&origin=recordpage |
Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(05d200e9-bee7-4f98-a0e6-653e0bfd933b).html |
Abstract
Objective: Matching between affect orientations and message frames have been shown to enhance the persuasiveness of health messages. Based on a two-dimensional regulatory model (direction: approach/avoidance, valence: appetitive/aversive), this study examined whether a precise matching between affect and message frame would enhance physical activity (PA) attitudes, intentions, and behaviours.
Design: Using a 2 (gain/loss frames) x 2 (positive/negative end-states) design, 147 college students were randomly assigned to one message-frame condition (gain-positive, gain-negative, loss-positive, or loss-negative). Four identified affect types (approach-positive, approach-negative, avoidance-positive, and avoidance-negative) were considered as matched, respectively, with the four message-frame conditions. The participants were subsequently grouped into fully-matched, direction-matched only, valence-matched only, or unmatched.
Main Outcome Measures: The immediate PA attitude and intention after the experiment and the PA attitudes, intentions, and behaviours at a two-week follow-up were reported.
Results: Post-manipulation and follow-up intentions were greater in the fully-matched as compared with the unmatched group. Follow-up physical activity was more in the valence-matched than the unmatched group. No other differences were found across the matching types.
Conclusion: Findings partially supported the importance of a precise matching between affect orientations and message frames. The affect types may characterize an individual’s sensitivity towards the corresponding regulatory information.
Design: Using a 2 (gain/loss frames) x 2 (positive/negative end-states) design, 147 college students were randomly assigned to one message-frame condition (gain-positive, gain-negative, loss-positive, or loss-negative). Four identified affect types (approach-positive, approach-negative, avoidance-positive, and avoidance-negative) were considered as matched, respectively, with the four message-frame conditions. The participants were subsequently grouped into fully-matched, direction-matched only, valence-matched only, or unmatched.
Main Outcome Measures: The immediate PA attitude and intention after the experiment and the PA attitudes, intentions, and behaviours at a two-week follow-up were reported.
Results: Post-manipulation and follow-up intentions were greater in the fully-matched as compared with the unmatched group. Follow-up physical activity was more in the valence-matched than the unmatched group. No other differences were found across the matching types.
Conclusion: Findings partially supported the importance of a precise matching between affect orientations and message frames. The affect types may characterize an individual’s sensitivity towards the corresponding regulatory information.
Research Area(s)
- affect, attitude, intention, matching, Message framing, physical activity
Citation Format(s)
Physical activity promotion : precise matching of message frames and affect types. / Li, Kin-Kit; Lee, Candy H.-Y.
In: Psychology and Health, Vol. 36, No. 1, 2021, p. 78-95.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
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