Author(s)

Li Xinnuo, Li Shucen, Wu Hairong

Corresponding Author

Li Xinnuo

Abstract

This article focuses on the influence of goal frame combination on health behavior change. By selecting adults aged 25-45 as experimental subjects, they were randomly divided into gain frame group, loss frame group and gain+loss frame group, and intervened with health behavior propaganda materials with different frame information respectively. Before and after the experiment, participants' attitudes, intentions and actual behavior changes about regular physical examination were collected through questionnaires. Data analysis shows that in attitude change, the proportion of positive attitude increase and negative attitude decrease in the gain+loss framework group is higher than that in the other two groups. In terms of intention change, the group has the highest proportion of strong medical intention and the largest decrease in the proportion of no medical intention. In terms of actual behavior change, the proportion of people who actually have regular physical examination is much higher than that of the other two groups. The research shows that the combination of gain+loss framework has more advantages than single gain/loss framework in promoting participants' attitude and intention to health behavior and promoting actual behavior change, which provides a strong basis for the formulation of optimal strategies for health behavior change.

Keywords

Target Frame Combination; Gain Framework; Loss Framework; Changes in Health Behavior; Optimization Strategy