Yuling Qiao

Impact of Information Framing on Chinese Women's Intention to Receive Cervical Smear Screening

Yuling Qiao

School of Health Humanities, Peking University

ylqiao75@sina.com.cn

Sijia Wang

Haolin Gu

Cervical cancer is a major disease that threatens women's health, and early cervical smear screening is an effective preventive measure. To effectively promote cervical cancer screening and improve curative rates, this study aims to explore the impact of different information framing strategies on Chinese women's intentions to receive cervical smear screening. Framing effect in this study refers to the presentation of information under either a positive or negative frame, both aimed at achieving the same objective. Positive framing may highlight outcomes such as improved health or the avoidance of injury and death, whereas negative framing may underscore declines in health or the risks of injury and death. This study investigates whether positive or negative information framing could significantly influence Chinese women’s intentions to undergo cervical smear screening and explores the mechanism of framing effect on their intention. A questionnaire survey was conducted among women of eligible age for cervical cancer screening in Beijing, focusing on how different framing effects influence their intention to receive screening. The results indicated that age, prior screening experience, marital status, sexual activity, and per capita family income significantly affected screening intentions. Compared with negative framing, positive framing could significantly enhance women's willingness for screening（t=-1.983, p < 0.05). Perceived severity and self-efficacy play a sequential mediating role in the impact of framing effects on screening intention. This study provides insights and recommendations for offering more effective information framing strategies in health education and promotion.

BIOGRAPHY

Yuling Qiao is an associate professor of English at the School of Medical Humanities, and the Chair of the Department of Language and Culture in Medicine, Peking University. She also holds a PhD in Applied Psychology. Her current research areas cover narrative medicine, health information communication, academic English teaching and studies. Professor Qiao has published some journal articles about health humanities, including “Perceived healthcare quality, patient satisfaction and doctor-patient relationship”, “Pedagogical design for narrative medicine courses”, “Effect of identifiable victim effect on students’ empathy level”. She also has extensive experience in teaching academic English and is the author of several books, the most recent of which is “Writing medical papers in English and communication at international conferences.” Professor Qiao has hosted several research projects and served as the reviewer for several academic journals publishing articles about Chinese medical education and medical humanities.