恐懼訴求與健康宣導活動：宣導訊息內容設計之研究__臺灣人文及社會科學引文索引資料庫

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題名：	恐懼訴求與健康宣導活動：宣導訊息內容設計之研究
書刊名：	新聞學研究
作者：	黃鈴媚
作者(外文)：	Huang, Lin-mei
出版日期：	1999
卷期：	61
頁次：	頁99-135
主題關鍵詞：	恐懼訴求；健康宣導；訊息設計；Health promotion compaign；Message design；Fear appeals
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:6 共同引用:14 點閱:30

　　　　　本文研究目的主要在探討如何設計一則有效的恐懼訴求型健康宣導訊息，以提供國內健康宣導者一個有效運用恐懼訴求的參考架構。文中除了介紹目前恐懼訴求研究領域中重要的理論發展（驅力理論、平行反應模式、保護動機理論與新平行過程模式）外，並針對如何設計一則有效的恐懼訴求型健康宣導訊息，結合恐懼訴求研究、健康信念模式與說服研究相關論點，提出一個包含以下兩大類五大項訊息要素的訊息設計架構：（一）威脅變項－「自覺嚴重性」與「自覺罹患率」（二）效能變項－「自覺反應效能」、「自覺自我效能」、與「自覺行動障礙」，同時以此架構探入分析國內口腔癌、子宮頸癌與道路安全等健康宣導訊息，以對國內健康宣導活動運用恐懼訴求作初探性的瞭解。分析結果顯示，80則恐懼訴求宣導訊息中僅有4則(5%)訊息具備完整的五項恐懼訴求要件，62則訊息(77%)未提及「威脅罹患率」，65則訊息(81%)欠缺「自我效能」要件，58則訊(73%)未指出「行動障礙」要件（或反應成本），16則訊息(20%)無「反應效能」要件。再者，刺激受眾恐懼感的威脅類別，絕大多數仍偏向身體健康狀態的訴求（亦即車禍、死亡或安全），僅有25則訊

以文找文

　　　　　The purpose of this study is to explore the following research question: If fear appeals are effective, how should they be designed? The goal of this study is to construct a preliminary framework in which the essential message components for effective fear appeals are included. Given the framework, then the health promotion practitioners in Taiwan can use it to pursue theirs goals more success-fully. Firstly, a review of fear appeals literature was conducted on the important theoretical development in this area which included Drive Theories, Parallel Response Model, Protection Motivation Theory and Extended Parallel Process Model. Based on fear appeals literature, Health Belief Model and related persuasion literature, then a frame-work including two major categories (threat variable and efficacy variable) in which contains two types of message elements (perceived severity and perceived susceptibility) and three types of message elements (perceived response efficacy, perceived self-efficacy and perceived barriers) separately was constructed. Thirdly, the above framework was used to examine 80 health promotion messages in Taiwan. At the end of this paper, the theoretical and practical implications of the results from this study were discussed.

以文找文

期刊論文
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2.	Dillard, J. P.(1994)。Rethinking the study of fear appeals: An emotional perspective。Communication Theory，4，295-323。
3.	Stainback, R. D.、Rogers, R. W.(1983)。Identifying effective components of alcohol abuse prevention programs: Effects of fear appeals, message style, and source expertise。International Journal of the Addictions，18，393-405。
4.	Maddux, J. E.、Rogers, R. W.(1983)。Protection motivation and self-efficacy: A revised theory of fear appeals and attitude change。Journal of Experimental Social Psychology，19(5)，469-479。
5.	Witte, K.(1992)。The role of threat and efficacy in AIDS prevention。Intentional Quarterly of Community Health Education，12，225-249。
6.	Boster, F. J.、Mongeau, P. A.(1984)。Fear-arousing persuasive messages。Communication Yearbook，8，330-375。
7.	Witte, K.、Morrison, K.(1995)。The use of scare tactics in AIDS prevention: The case of juvenile detention and high school youth。Journal of Applied Communication Research。
8.	劉淑華(19951000)。愛滋病(AIDS)公共宣導訊息策略的研究--以平面媒體為例。民意研究季刊，194，139-188。延伸查詢
9.	Beck, K. H.(1984)。The effects of risk probability, outcome severity, efficacyof protection and access to protection on decision making: A further test of Protection Motivation Theory。Social Behavior and Personality，12，121-125。
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15.	Horowitz, I. A.(1969)。Effects of volunteering, fear arousal, and number of communications on attitude change。Journal of Personality and Social Psychology，11，34-77。
16.	Horowitz, I. A.(1972)。Attitude change as a function of perceived arousal。Journal of Social Psychology，87，117-126。
17.	Irwin, C. E.、Millstein, S. G.(1986)。Biopsychosocial correlates of risk taking behaviors during adolescence: Can the physician intervene?。Journal of Adolescent Health Care，7，82-96。
18.	Janis, I. L.(1967)。Effects of fear arousal on attitude change: Recent developments in theory and research。Advances in experimental social psychology，3，166-224。
19.	Krisher, H. P. III、Darley, S. A.、Darley, J. M.(1973)。Fear-provoking recommenda-tions, intentions to take preventive actions, and actual preventive actions。Journal of Personality and Social Psychology，26，301-308。
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22.	McGuire, W. J.(1984)。Public communication as a strategy for inducing health promoting behavioral change。Preventive Medicine，13(3)，299-319。
23.	Meyerowitz, B. E.、Chaiken, S.(1987)。The effect of message framingon breast self-examination attitudes, intentions, and behaviors。Journal of Personality and Social Psychology，52，500-510。
24.	Miller, G. R.(1963)。Studies in the use of fear appeals: A summary and analysis。Central States Speech Journal，14，117-125。
25.	Perloff, L. S.、Fetzer, B. K.(1986)。Self-other judgments and perceived vulnerability to victimization。Journal of Personality and Social Psychology，50，502-510。
26.	Prentice-Dunn, S.、Rogers, R. W.(1986)。Protection Motivation Theory and preventive health: Beyond the Health Belief Model。Health Education Research，1(3)，153-161。
27.	Robertson, L. S.(1978)。The great seat belt campaign flop。Journal of Communication，26，41-45。
28.	Soames Job, R. F.(1988)。Effective and ineffective use of fear in health promotion campaigns。American Journal of Public Health，78，163-167。
29.	Witte, K.(1992)。Putting fear back into fear appeals: The extended parallel process model。Communication Monographs，59，329-349。
30.	Witte, K.(1993)。Message and conceptual confounds in fear appeals: The role of threat, fear, and efficacy。Southern Communication Journal，58，147-155。
31.	Witte, K.(1994)。Fear Control and Danger Control: A Test of the Extended Parallel Process Model (EPPM)。Communication Monographs，61，113-134。
32.	Wurtele, S. K.、Maddux, J. E.(1987)。Relative contributions of protection motivation theory components in predicting exercise intentions and behavior。Health Psychology，6(5)，453-466。
33.	Taylor, S. E.、Thompson, S. C.(1982)。Stalking the elusive "vividness" effect。Psychological Review，89，155-181。
34.	Janis, Irving L.、Feshbach, Seymour(1953)。Effects of fear-arousing communications。The Journal of Abnormal and Social Psychology，48(1)，78-92。
35.	Rogers, Ronald W.(1975)。A protection motivation theory of fear appeals and attitude change。The Journal of Psychology，91(1)，93-114。
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會議論文
1.	Hale, J. L.、Mongeau, P. A.、Lemieux, R.(199311)。Trait anxiety and fear arousing messages regarding sun exposure。The annual meeting of the Speech Communication Association。Miami Beach, FL。
2.	Witte, K.、Allen, M.(1996)。When do scare tactics work?: A meta-analysis of fear appeals。The annual meeting of the Speech Communication Association。San Diego, CA。

圖書
1.	McGuire, W. J.(1968)。Personality and attitude change: An information-processing theory。Psychological foundations of attitudes。New York, NY：Academic Press。
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3.	Backer, R. E.、Rogers, E. M.、Sopory, P.(1992)。Designing health carecampaigns: What works。Newbury Park, CA：Sage。
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7.	Stiff, James B.(1994)。Persuasive communication。New York：The Guilford Press。
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9.	Fisher, Walter R.(1987)。Human communication as narration: Toward a philosophy of Reason, value and action。University of South Carolina Press。
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圖書論文
1.	Rogers, R. W.(1983)。Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation。Social psychology: A sourcebook。New York：Guilford Press。
2.	Hale, J. L.、Dillard, J. P.(1995)。Fear appeals in health promotion campaigns: too much, too little, or just right?。Designing health messages: Approaches from communication theory and public health practice。Thousand Oaks, CA：Sage。
3.	Freimuth, V. S.(1992)。Theoretical foundations of AIDS media campaigns。AIDS: A Communication Perspective。Hillsdale, NJ：London：Lawrence Erlbaum Associates。
4.	Sutton, S. R.(1982)。Fear-arousing communication: A critical examination of theory and research。Social Psychology and Behavioral Medicine。London：John Wiley。
5.	Geller, E. S.(1989)。Using television to promote safety belt use。Public communication campaigns。Newbury Park, CA：Sage。
6.	Boster, F. J.、Mongeau, P. A.(1994)。Fear-arousing persuasive messages。Persuasion: Advances through meta-analysis。Kresskill, NJ：Hampton Press。
7.	Nisbett, R. E.、Borgida, E.、Crandall, R.、Reed, H.(1976)。Popular indution: Information is not necessarily informative。Cognition and social behavior。Hillsdale, NJ：Prentice-Hall。
8.	Reardon, K. K.(1989)。The potential role of persuasion in adolescent AIDS prevention。Public communication campaigns。Newbury Park, CA：Sage。
9.	Rosenstock, I. M.(1974)。Historical origins of the health belief model。The health belief model and personal health behavior。Thorofare, NJ：Charles B. Slack。
10.	Weinstein, N. D.(1989)。Perceptions of personal susceptibility to harm。Primary prevention behavior。New York：Plenum Press。
11.	Witte, K.(1995)。Fishing for success: Using the Persuasive Health Message Framework to generate effective campaign messages。Designing health messages: Approaches from communication theory and public health practice。Thousand Oaks, CA：SAGE。
12.	Witte, K.。Fear as motivator, Fear as inhibitor: Using the EPPM to explain fear appeal successes and failures。Communication and emotion: Theory, research, and applications。New York：Academic。
13.	Donohew, L.(1990)。Public health campaigns: Individual message strategies and a model。Communication and health: Systems and application。Hillsdale, NJ：Erlbaum。

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