Fish Disease Outreach Messages: Testing of Gain and Loss Frames

Erin L. Pavloski, Heather Treizenberg
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Abstract

Gain and loss framing has been used in risk communication across many !elds as a technique for shaping individuals’ behaviors. Via community-engaged research conducted with the Michigan Department of Natural Resources, we tested !ve message frames to determine e"cacy for outreach programs. We made the following determinations: (a) for increasing risk perceptions regarding !sh disease, a loss frame in a !sh disease management context should be used; (b) for decreasing risk perceptions regarding !sh disease management, a gain frame in a !sh disease context should be used; (c) for motivating behavioral intention regarding prevention and risk reduction, a gain frame in a !sh disease context should be used. Our !ndings are of interest to Extension professionals and others working in natural resources.
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鱼类疾病外展信息:增益和损失框架的测试
作为一种塑造个人行为的技术,得失框架已经在许多领域的风险沟通中使用。通过与密歇根州自然资源部进行的社区参与研究,我们测试了5个信息框架,以确定推广项目的能力。我们做出了以下决定:(a)为了增加对sh疾病的风险认识,应该使用sh疾病管理背景下的损失框架;(b)为了降低对sh疾病管理的风险认识,应使用sh疾病背景下的增加框架;(c)在激励有关预防和减少风险的行为意向方面,应使用性健康疾病背景下的增益框架。我们的发现对推广专业人员和其他从事自然资源工作的人很有兴趣。
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