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KMID : 0858820190360030113
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Journal of Korean Society for Health Education and Promotion
2019 Volume.36 No. 3 p.113 ~ p.125
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The effects of gist-based health messages on the lay public’s message reception and behavioral intention
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Shim Min-Sun
Kang Yoon-Ji
You Myoung-Soon
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Abstract
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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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KEYWORD
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fuzzy trace theory, gist-based messages, health promotion, food risk
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