Abstract: 【Purpose/significance】To explore the information framing effect and its neural activity characteristics in the cognition of specific health risks, deeply understanding the preferences of information presentation at the user's cognitive level is highly important to improve the effectiveness of information services and promote intelligent recommendation services.【Method/process】The experi‐ment was designed by taking the phenomenon of college students staying up late as the research situation, the target framing effect and neural activity characteristics of EEG signals were collected and analyzed, and the data results were verified by self-report question‐naire method.【Result/conclusion】Both EEG data and behavioral data show that there is a framing effect on health risk information re‐lated to staying up late, and the stimulus of positive framing information has a relatively obvious effect on subjects. The analysis of physiological data obtained by cognitive neuroscience method and the analysis of traditional questionnaire self-report data are confirm‐
ing with each other, indicated that the results are stable and scientific.【Innovation/limitation】The framing effects of staying up late risk information and the individual EEG neural state of the cognitive process are revealed through the experimental methods at the EEG and behavioral levels, which further enriches the information interaction theory in the user's health risk cognition process.Whether other health risk perception issues have general applicability requires further exploration. However, whether the conclusion of this article has universal applicability for other problems in the field of health risks cognition need further exploration.