Study Of Framing Effect On Tobacco Control Health Education

Objectives: Through the literature study and theoretical analysis about the "framing effect" and tobacco control health education, combining with the practice of tobacco control health education in our country, this research took the pregnancy families as the sample, established the “Gain” and “Loss”, “Health” and “Finance” information framework, constructed the “Self” and “Family” target framework, and carried out smoking control health education experiment in the maternity hospital, to verify the phenomenon of framing effect on health education, and to provide a theoretical basis for exploring the strategy of individualized tobacco control health education.Methods: Based on the literature study and expert interview, establishing the information framework and target framework for tobacco control health education; Taking the pregnancy families as samples, carrying out randomized controlled trial of tobacco control health education in three maternity hospitals in Shanghai; During June-July 2014, carrying out the tobacco control health education experiment of “Gain” and “Loss” information framework with “Self” and “Family” target framework to pregnant women and their spouses; During September-October 2014, carrying out the tobacco control health education experiment of “Health” and “Finance” information framework with “Self” and “Family” target framework to pregnant women and their spouses; Analyzing the data and results of the experiments. Data of the experiments was input into the Epidata3.1 database, the reliability and validity analysis, the descriptive analysis, the X2 test and t test were analyzed by the SPSS20.0 software.Results: The results of tobacco control health education experiment for 399 pregnant women and 239 husbands show: the health education towards pregnant women has “Gain” and “Loss” information framing effect, and the “Gain” information has better effect. The results of the experiment for 413 pregnant women and 325 husbands show: the health education towards pregnancy families has “Health” and “Finance” information framing effect, and the “Health” information has better effect to the pregnant women, the “Finance” information has better effect to the husbands. The results of the two experiments show: the tobacco control health education towards pregnancy families has “Self” and “Family” target framing effect, and the “Family” target has better effect.Conclusions: According to the results of tobacco control experiments towards pregnancy families(pregnant women and their spouses), this research verified that tobacco control health education has “Gain”/“Loss”, “Health”/“Finance” information and “Self” / “Family” target framing effect. For example, the gain information of no smoking has better health education effect on pregnant women who have lower smoking rate; the health information has better effect on pregnant women who pay more attention to their condition; the finance information has better effect on husbands who pay more attention to the income; the health education targeting the family members has better effect on pregnancy families. This research took the pregnancy families for example, and confirmed the framing effect in tobacco control health education. It provides a theoretical basis and experimental evidence to promote the individual, accurate strategy of tobacco control health education.