Persuasive Effect Of Breast Cancer Screening Information :The Influence Of Gain-Loss Framing And Marketing Content

From the perspective of fear appeal,this paper takes the EPPM model as the basic framework of information persuasion,and takes gain-loss framing and marketing content as the main factors affecting the effect of information persuasion,in order to understand the influence ways and paths of gain-loss framing and marketing content on the persuasion effect of breast cancer screening information,in order to explore a way to organize breast cancer screening information with the best persuasion effect.This study is mainly carried out through the factorial experiment between 2 × 2groups.The research objects are randomly divided into 4 groups with gain-loss framework and with marketing information & without marketing information as variables.First,the basic information is filled in and answered,and then the four groups of different materials are read respectively.After reading the materials,the questionnaire is filled in and answered.This experiment randomly distributed 4groups of 281 questionnaires through the online platform.After eliminating the invalid questionnaires,266 valid questionnaires were obtained,and the data were sorted and analyzed by SPSS 25.0.This study found that under the topic of breast cancer screening,the framing effect has a significant impact on the persuasion effect of information.Compared with the gain framing,the breast cancer screening information under the loss framing can have greater stimulation young women’s perceived severity of breast cancer,perceived response efficacy and perceived self-efficacy of breast cancer screening,making them more willing to accept breast cancer screening.Marketing content is negatively correlated with the persuasion effect of information.Compared with marketing content information,without marketing content information can stimulate young women’s perceived severity of breast cancer,perceived response efficacy and perceived self-efficacy of breast cancer screening,making them more willing to receive breast cancer screening.At the same time,there is a cross effect between framing effect and marketing content,so that young women are most willing to accept breast cancer screening after reading the breast cancer screening information of high credibility source under the loss framing.In addition,this study found that the emergence of marketing information will weaken the persuasive effect of breast cancer screening information to a certain extent,but this effect is not obvious,especially in the loss framing.Therefore,this study puts forward the corresponding information organization strategies for different subjects in the popular science work of breast cancer screening information.The research direction of the effect of information persuasion under the topic of breast cancer screening was also prospected.