摘要：We tested the plausibility of a cognitive-emotional model to understand the effects of messages framed in terms of gain, non-loss, non-gain, and loss, and related to the health consequences of red/processed meat consumption. 544 Italian participants reported their attitude towards reduced red/processed meat consumption and intention to eat red/processed meat (Time 1 Questionnaire). One week later, participants were randomly assigned to four different message conditions: a) gain messages focused on the positive health outcomes associated with low meat consumption; b) non-loss messages focused on the avoided negative health outcomes associated with low meat consumption; c) non-gain messages focused on the missed positive health outcomes associated with high meat consumption; d) loss messages focused on the negative health outcomes associated with high meat consumption (Message Sending). After reading the messages, participants answered a series of questions regarding their emotional and cognitive reactions to the messages, their evaluation of the messages, and again their attitude and intention towards red/processed meat consumption (Time 2 Questionnaire). Comparing different multivariate linear models under the Bayesian approach, we selected the model with the highest plausibility conditioned to observed data. In this model, message induced fear influenced systematic processing, which in turn positively influenced message evaluation and attitude, leading to reduced intention to consume red/processed meat. Vice versa, message induced anger reduced systematic processing, which in turn negatively influenced message evaluation, and led to no effect on attitude and intention. The comparison among message conditions showed that gain and non-loss messages activated an integrated emotional and cognitive processing of the health recommendation, while loss and non-gain messages mainly activated emotional shortcuts towards attitude and intention. Overall, these results advance our comprehension of the effects of message framing on receivers’ attitudes and intentions.
