Clash of the Primary Motivations: Motivated Processing of Emotionally Experienced Content in Fear Appeals About Obesity Prevention

Bailey, Rachel L.; Wang, Tianjiao; Kaiser, C. Kit

doi:10.1080/10410236.2016.1250186

Cited by 20 publications

(22 citation statements)

References 23 publications

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“…Image features rated as effective in discouraging vaping in YAs (i.e., presence of vapor, device/e-liquid, warning images) were rated as less likable than images without those features. In models adjusting for all image features, color was not associated with likeability or PE and the presence of people reduced the likeability of images with no effect on PE, contrary to our expectations which were supported by prior research on EVP messaging appeal [ 16 , 17 , 25 ]. Results were comparable in past 30-day EVP users and non-users, supporting the utility of similar imagery in vaping prevention and reduction efforts.…”

Section: Discussioncontrasting

confidence: 97%

Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

Stevens

Keller‐Hamilton

Mays

et al. 2021

IJERPH

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Introduction: Given the prevalence of electronic vapor product (EVP) use among young people in the US, there is a need for effective vaping education campaigns. This study tested 32 images for liking and perceived effectiveness (PE) to identify optimal images for a messaging campaign. Method: Images were selected from current campaigns, warning labels, and other images based on young adult reasons for use. Images were coded for the presence of (1) people, (2) vapor, (3) device, (4) color, and (5) similarity to warning label image. Young adults (n = 200) were recruited from the Amazon Mechanical Turk platform. Participants were randomly assigned to view and rate six of the 32 images on liking as well as PE, which measured the potential impact of the image to discourage vaping appeal and use. Results: Images containing vapor and/or a device or e-liquid were not well-liked but were perceived as effective in discouraging vaping (ps < 0.05). Images from warning labels were also not well-liked but were perceived as significantly more effective than those not from a warning (p < 0.01). Liking and effectiveness of features was similar for both EVP users and non-users. Discussion: Images with specific features were rated as less likable but rated as higher on PE. However, the consistency of image features rated as effective by EVP users and non-users supports the utility of similar imagery for vaping prevention and reduction efforts.

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Section: Discussioncontrasting

confidence: 97%

Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

Stevens

Keller‐Hamilton

Mays

et al. 2021

IJERPH

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“…It is therefore expected that the more perceived severity and susceptibility of harm, lead to the more fear is stimulated, and more fear leads to the behavioral intentions of adopting a healthy diet. This finding agrees with that of some preceding studies (17,26,(30)(31)(32). Analysis of variance of behavioral intentions scores of the six experimental groups indicate significant main effect of fear intensity on behavioral intention (hypothesis 4 supported).…”

Section: Discussionsupporting

confidence: 92%

“…Accordingly, once the appraisal of the perceived threat increases (if enough levels of perceived self-efficacy exist), people probably adapt their behavior so as to protect their health (15). Regarding the critical nature of obesity, researchers in different disciplines have increasingly started investigating this subject (9,10,(16)(17)(18)(19). Since anti-obesity advertisements are extremely costly, it is of high importance to know how health-based advertisements impact upon consumers' decisions (20).…”

Section: Introductionmentioning

confidence: 99%

The Behavioral Responses of Consumers to the Intensity and Type of Fear Appeals Used in Anti-Obesity Advertisements: An Experimental Study on College Students in Tehran

Eshghipour

Jafari

Ekhtiari

2020

jbe

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Introduction: Some communicators resort to negative appeals such as fear to encourage consumers to healthy behaviors. Nonetheless, the effectiveness of this type of content is yet questioned. Present study has been conducted to investigate how fear intensity and fear type applied in anti-obesity advertisements promptpreventive behavior among consumers. Methods: 208 college students in Tehran province were randomly classified in 7 groups (6 experimental and 1 control group) based on a factorial design; 2 (fear intensity: high and low) x 3 (fear type: physical, social, and reappraisal). Research hypotheses were tested applying appropriate statistical tests including structural equation modeling and analysis of variance, based on data gathered through questionnaire and interventions such as presenting participants with visual contents. Findings: it was revealed that there is a significant and positive relationship between the perceived severity and perceived fear, as well as between perceived susceptibility and perceived fear, and also between perceived fear and behavioral intention. Analysis of variance confirmed the significant main effect of fear intensity on behavioral intention. The main effect of the fear type on behavioral intention was not approved. However, findings indicate the significant interaction effect of fear intensity and fear type on behavioral intention so that highly intense messages that representing physical harm and lowly intense messages that representing social harm stimulate more behavioral intention. Conclusion: It is concluded that applying fear appeal in health warning advertisements is effective in inviting consumers to healthy behavior, especially once a proper combination of the type and intensity of fear is applied in messages.

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“…Appeals utilizing both positive and negative emotions are labeled inconsistently in the literature. For example, Hong and Lee [60] and Taute et al [61] employ the term mixed emotional appeals while others utilized the term coactive appeal [7,8,[62][63][64]. The current study employs the term coactive appeals as coactivity is used to explain the mixed state of emotions and is applied more heavily in the marketing communication literature [8,62,64].…”

Section: Positive Negative and Coactive Appealsmentioning

confidence: 99%

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

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Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.

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Clash of the Primary Motivations: Motivated Processing of Emotionally Experienced Content in Fear Appeals About Obesity Prevention

Cited by 20 publications

References 23 publications

Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

The Behavioral Responses of Consumers to the Intensity and Type of Fear Appeals Used in Anti-Obesity Advertisements: An Experimental Study on College Students in Tehran

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

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