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題名 探討正面敘述與反面敘述在推廣疫苗接種政策中的效果—以抱持猶疑態度的群眾為例
The Role Of Valence And Outcome Frame In Narrations Promoting Vaccination, With Vaccine Hesitancy As A Moderator作者 心靈寶
Castelo Ortiz, Paula貢獻者 施琮仁
Shih, Tsung-Jen
心靈寶
Castelo Ortiz, Paula關鍵詞 敘述
故事
疫苗
傳播
效價
框架
正面
負面
增益
減損
narrations
stories
vaccination
communication
valence
frame
positive
negative
gain
loss日期 2024 上傳時間 5-Aug-2024 14:36:22 (UTC+8) 摘要 本研究主要探討效價與框架在疫苗接種推廣中的角色。現有文獻認為，使用負面或減損的敘述可以引發負面情緒反應和風險感知，而一些學者則主張應使用具有正面或增益特徵的訊息。本研究通過一項包含199名參與者的實驗，比較了增益/減損框架與正面/負面效價對群眾疫苗接種意願和態度的影響。實驗結果顯示，增益/減損框架和正面/負面效價對群眾疫苗接種之意願和態度均無統計學上顯著的影響。本研究結論認為，負面和減損的敘述不會引發風險感知，而正面和增益的敘述也無法導致利益感知。此外，疫苗猶豫在利益感知以及風險感知上，亦無法作為效價與框架的中介變數。本研究觀察到，參與者在某一敘述下對其框架的感知存在矛盾，這意味著某些敘述未能如預期般被感知，因此其結果難以預測。本研究還支持應藉由疫苗的利益因素，而非透過疫苗可防止疾病的風險因素，來激發群眾接種疫苗的意願。最後，本研究結果顯示，疫苗猶豫與對疫苗的利益感知之間存在較強的直接負相關。以上觀察值得後續研究加以考量。
The role of valence and frame to promote vaccination is reviewed in this study. Literature supports the use of negative and loss narrations to trigger negative emotional responses and risk perception, while some authors advocate for messages with positive and gain characteristics. An online experiment, with 199 participants, compared the effects of gain/loss frame and positive/negative valence on intention to get vaccinated an attitude towards vaccination. The results reveal no statistically significant difference from positive/negative valence on intention or attitude, nor between the effects of gain/loss frame on intention or attitude. The study concludes no mediation of risk perception between negative and loss narrations nor a mediation of benefit perception from positive and gain conditions. Vaccination hesitancy was also not a moderator for valence and frame on benefit and risk perception. This study observed a contradiction within participant’s perception of frame in one of the narrations, which could imply some narrations are not perceived as intended thus their effects can be unpredictable. This study also supports triggering the benefits of vaccination to motivate intention to get vaccinated rather than triggering the risk of vaccine preventable diseases. Finally, it was observed a stronger negative direct relationship between vaccination hesitancy and perception of benefits from vaccination. These observations are worth considering in future research.參考文獻 Abhyankar, P., O'connor, D. B., & Lawton, R. (2008). The role of message framing in promoting MMR vaccination: Evidence of a loss-frame advantage. Psychology, Health and Medicine, 13(1), 1-16. Anderson, R. B. (2000). Vicarious and persuasive influences on efficacy expectations and intentions to perform breast self-examination. Public Relations Review, 26(1), 97-114. Attwell, K., & Freeman, M. (2015). I Immunise: An evaluation of a values-based campaign to change attitudes and beliefs. Vaccine, 33(46), 6235-6240. Betsch, C., Böhm, R., & Korn, L. (2013). Inviting free-riders or appealing to prosocial behavior? game-theoretical reflections on communicating herd immunity in vaccine advocacy. Health Psychology, 32(9), 978. Betsch, C., Haase, N., Renkewitz, F., & Schmid, P. (2015). The narrative bias revisited: What drives the biasing influence of narrative information on risk perceptions? Judgment and Decision Making, 10(3), 241-264. Betsch, C., Renkewitz, F., Betsch, T., & Ulshöfer, C. (2010). The Influence of Vaccine-critical Websites on Perceiving Vaccination Risks. Journal of Health Psychology, 15(3), 446-455. doi:10.1177/1359105309353647 Betsch, C., Renkewitz, F., & Haase, N. (2013). Effect of Narrative Reports about Vaccine Adverse Events and Bias-Awareness Disclaimers on Vaccine Decisions:A Simulation of an Online Patient Social Network. Medical Decision Making, 33(1), 14-25. doi:10.1177/0272989x12452342 Betsch, C., & Sachse, K. (2013). Debunking vaccination myths: Strong risk negations can increase perceived vaccination risks. Health Psychology, 32(2), 146-155. doi:10.1037/a0027387 Betsch, C., Ulshöfer, C., Renkewitz, F., & Betsch, T. (2011). The Influence of Narrative v. Statistical Information on Perceiving Vaccination Risks. Medical Decision Making, 31(5), 742-753. doi:10.1177/0272989x11400419 Brossard, D., & Nisbet, M. C. (2007). Deference to scientific authority among a low information public: Understanding US opinion on agricultural biotechnology. International Journal of Public Opinion Research, 19(1), 24-52. Brusse, E. D. A., Fransen, M. L., & Smit, E. G. (2017). Framing in entertainment-education: Effects on processes of narrative persuasion. Health Communication, 32(12), 1501-1509. Center for Disease Control and Prevention, C. (2020). Flu Vaccination Coverage, United States, 2019–20 Influenza Season. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
108461012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108461012 資料類型 thesis dc.contributor.advisor 施琮仁 zh_TW dc.contributor.advisor Shih, Tsung-Jen en_US dc.contributor.author (Authors) 心靈寶 zh_TW dc.contributor.author (Authors) Castelo Ortiz, Paula en_US dc.creator (作者) 心靈寶 zh_TW dc.creator (作者) Castelo Ortiz, Paula en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 14:36:22 (UTC+8) - dc.date.available 5-Aug-2024 14:36:22 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 14:36:22 (UTC+8) - dc.identifier (Other Identifiers) G0108461012 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152881 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 108461012 zh_TW dc.description.abstract (摘要) 本研究主要探討效價與框架在疫苗接種推廣中的角色。現有文獻認為，使用負面或減損的敘述可以引發負面情緒反應和風險感知，而一些學者則主張應使用具有正面或增益特徵的訊息。本研究通過一項包含199名參與者的實驗，比較了增益/減損框架與正面/負面效價對群眾疫苗接種意願和態度的影響。實驗結果顯示，增益/減損框架和正面/負面效價對群眾疫苗接種之意願和態度均無統計學上顯著的影響。本研究結論認為，負面和減損的敘述不會引發風險感知，而正面和增益的敘述也無法導致利益感知。此外，疫苗猶豫在利益感知以及風險感知上，亦無法作為效價與框架的中介變數。本研究觀察到，參與者在某一敘述下對其框架的感知存在矛盾，這意味著某些敘述未能如預期般被感知，因此其結果難以預測。本研究還支持應藉由疫苗的利益因素，而非透過疫苗可防止疾病的風險因素，來激發群眾接種疫苗的意願。最後，本研究結果顯示，疫苗猶豫與對疫苗的利益感知之間存在較強的直接負相關。以上觀察值得後續研究加以考量。 zh_TW dc.description.abstract (摘要) The role of valence and frame to promote vaccination is reviewed in this study. Literature supports the use of negative and loss narrations to trigger negative emotional responses and risk perception, while some authors advocate for messages with positive and gain characteristics. An online experiment, with 199 participants, compared the effects of gain/loss frame and positive/negative valence on intention to get vaccinated an attitude towards vaccination. The results reveal no statistically significant difference from positive/negative valence on intention or attitude, nor between the effects of gain/loss frame on intention or attitude. The study concludes no mediation of risk perception between negative and loss narrations nor a mediation of benefit perception from positive and gain conditions. Vaccination hesitancy was also not a moderator for valence and frame on benefit and risk perception. This study observed a contradiction within participant’s perception of frame in one of the narrations, which could imply some narrations are not perceived as intended thus their effects can be unpredictable. This study also supports triggering the benefits of vaccination to motivate intention to get vaccinated rather than triggering the risk of vaccine preventable diseases. Finally, it was observed a stronger negative direct relationship between vaccination hesitancy and perception of benefits from vaccination. These observations are worth considering in future research. en_US dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1 CHAPTER 2: LITERATURE REVIEW 7 CHAPTER 3: RESEARCH METHODS 42 CHAPTER 4: RESULTS 52 CHAPTER 5: DISCUSSIONS AND RECOMMENDATIONS 61 APPENDICES 66 REFERENCES 78 zh_TW dc.format.extent 7734068 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108461012 en_US dc.subject (關鍵詞) 敘述 zh_TW dc.subject (關鍵詞) 故事 zh_TW dc.subject (關鍵詞) 疫苗 zh_TW dc.subject (關鍵詞) 傳播 zh_TW dc.subject (關鍵詞) 效價 zh_TW dc.subject (關鍵詞) 框架 zh_TW dc.subject (關鍵詞) 正面 zh_TW dc.subject (關鍵詞) 負面 zh_TW dc.subject (關鍵詞) 增益 zh_TW dc.subject (關鍵詞) 減損 zh_TW dc.subject (關鍵詞) narrations en_US dc.subject (關鍵詞) stories en_US dc.subject (關鍵詞) vaccination en_US dc.subject (關鍵詞) communication en_US dc.subject (關鍵詞) valence en_US dc.subject (關鍵詞) frame en_US dc.subject (關鍵詞) positive en_US dc.subject (關鍵詞) negative en_US dc.subject (關鍵詞) gain en_US dc.subject (關鍵詞) loss en_US dc.title (題名) 探討正面敘述與反面敘述在推廣疫苗接種政策中的效果—以抱持猶疑態度的群眾為例 zh_TW dc.title (題名) The Role Of Valence And Outcome Frame In Narrations Promoting Vaccination, With Vaccine Hesitancy As A Moderator en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Abhyankar, P., O'connor, D. 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