Subjects: Psychology >> Management Psychology submitted time 2022-05-19
Abstract：
Vaccines are crucial for controlling deadly diseases, and how to persuade people to get vaccinated has become a hot topic in enhancing public health benefits. One way to increase the vaccination rate is to raise public awareness of the importance of vaccines through advertising. As an effective and cost-friendly approach, goal framing has been widely used in vaccine advertising. However, the literature has mixed findings about whether positive or negative goal framing is more effective in persuading people to get vaccinated. The present study aims to investigate how temporal distance (present vs. future) interacts with different types of goal framing (positive vs. negative) in persuading people to get the COVID-19 vaccine. We hypothesized that negative goal framing is more persuasive when the advertisingfocuses on present outcomes, while positive goal framing is more effective when combined with future-focused outcomes. We further hypothesized that the inner mechanism is the intertemporal asymmetry of approach and avoidance motivation. More specifically, the avoidance motivation induced by a negative frame is stronger in the present, while the approach motivation induced by a positive frame is stronger in the future. The perceived risk of COVID-19 moderated this effect.
Four studies were conducted to examine our hypotheses. Study 1 was conducted to preliminarily investigate how goal framing and temporal distance jointly influence willingness to get the COVID-19 vaccine. The aim of Study 2 was to verify the mediating effect of approach and avoidance motivation in a different advertising setting, as well as to rule out the potential mediators of the construal level and positive/negative emotions. In Study 3, we further tested the mediators by manipulating participants’ approach and avoidance motivation. Study 4 was a quasi-experiment in which we recruited participants from areas with different levels of COVID-19 risk to test how perceived risk moderated the interaction effect of goal framing and temporal distance.
The results showed that a negative goal frame was more persuasive when combined with present-focused advertising, while a positive goal frame was more effective when combined with future-focused advertising (Study 1, N = 363). Avoidance motivation mediated the relationship between the goal frame and vaccine uptake in the present context, while approach motivation mediated the relationship between the goal frame and vaccine uptake in the future context (Study 2, N = 292). The results in Study 3 (N = 347) revealed that approach motivation priming increases the persuasiveness of the present-positive frame, while avoidance motivation priming increases the persuasiveness of the future-negative frame. COVID-19 risk also had an impact on the relationship between goal framing and temporal distance on vaccine uptake. When the COVID-19 risk was high, the difference in vaccine uptake between present-positive and present-negative conditions disappeared, while the future-positive frame was still more persuasive than the future-negative frame (Study 4, N = 423).
In conclusion, the present study found an interactive effect of goal framing and temporal distance in persuading people to get the COVID-19 vaccine. Avoidance/approach motivation mediates the relationship between goal framing and vaccine uptake in the present/future temporal context. The perceived COVID risk further moderated the interaction effect. The present study contributes to both the framing and approach-avoidance motivation literature and sheds light on future practices in persuading people to get the COVIDvaccine and promoting the uptake of other vaccines.
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Peer Review Status:
Awaiting Review
Subjects: Environmental Sciences, Resource Sciences >> Basic Disciplines of Environmental Science and Technology submitted time 2019-06-14 Cooperative journals: 《干旱区地理》
Abstract：在遗产地生态移民能否实现生态保护、改善民生、旅游可持续发展的多赢是遗产研究者、决策者和居民共同关注的问题。通过问卷调查和深入访谈法对新疆天山的4个移民社区进行调研，从居民感知和满意度的角度评估移民效果。结果表明：（1） 居民对经济、心理正面影响反对率高，社会影响感知存在分歧，环境正面影响赞成率高。生态环境保护成效明显，但居民收入、生活质量改善不大，社区归属感弱。（2） 居民满意度偏低。（3） 不同人口学特征、旅游依存度的居民感知及满意度存在显著差异。从事旅游业的居民收入和满意度最高，旅游富民作用和不足兼有。（4） 与定居民族比，游牧民族在移民后生产生活方式变化更大。最后，提出改善居民经济条件，加强其知识、技能培训，社区赋权，完善生态补偿机制建议。
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