Red-Hot Reactance: Color Cues Moderate the Freedom Threatening Characteristics of Health PSAs

Armstrong, Katherine; Richards, Adam S.; Boyd, Kylie

doi:10.1080/10410236.2019.1700885

Cited by 13 publications

(8 citation statements)

References 54 publications

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“…Although previous attempts have made a meaningful contribution to healthy eating literature, the messaging effect exclusively used to target and promote healthy food items remains under-explored. Studies have called for more research on health menu messages and their underlying mechanisms to advance menu marketing insights (e.g., Armstrong et al, 2019; Jeong & Jang, 2016). Our research extends previous studies and examines an under-explored technique (i.e., implicit/explicit messages) through the theoretical lens of psychological reactance.…”

Section: Literature Reviewmentioning

confidence: 99%

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Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion

Rui-ying

2022

Journal of Hospitality & Tourism Research

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This research aims to examine the role of menu messaging (implicit vs. explicit) used to disclose the healthy food item in shifting diner perceptions and purchase intentions. Drawing on a consumer experiment, the results establish a menu messaging effect on diners’ purchase intentions of healthy items and the underlying mechanism via psychological reactance and perceived attractiveness. Explicit (vs. implicit) messaging negatively affects consumer purchase intentions, which is due to 1) increased psychological reactance (i.e., perceived threat of freedom and counterarguing) and 2) decreased perceived attractiveness. The menu messaging effect is further conditioned by diners’ goal orientation (pleasure vs. goal). Under a goal-driven mindset, the messaging effect is more pronounced compared to a pleasure-driven mindset. This research is among the first to establish a significant role of menu messaging in healthy item communication at restaurants. Theoretical and managerial are further elaborated.

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Section: Literature Reviewmentioning

confidence: 99%

“…However, calling food healthy may be a double-edged sword. A growing body of psychological literature suggests that emphasizing health could have a counterintuitive effect (e.g., Armstrong et al, 2019; Garaus & Lalicic, 2021). People tend to rate “healthy food” as deprived and uninspiring (Raghunathan et al, 2006).…”

Section: Introductionmentioning

confidence: 99%

Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion

Rui-ying

2022

Journal of Hospitality & Tourism Research

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“…Recent research on infectious diseases in general suggests visualizations can shape risk perceptions—certain features like warm colors (e.g., red or orange) might increase risk perceptions [38] . Indeed, research has found a connection between color cues and risk perceptions for health topics [39] , [40] .…”

Section: Introductionmentioning

confidence: 99%

“…People typically view infographics in the context of additional information about a particular health condition. Visual content often interacts with other message features like framing [45] or freedom-threatening language [39] to influence outcomes of interest. Armstrong and colleagues found using the color red in a message strengthened the effect of freedom threatening language compared to other colors [39] .…”

Section: Introductionmentioning

confidence: 99%

“…Visual content often interacts with other message features like framing [45] or freedom-threatening language [39] to influence outcomes of interest. Armstrong and colleagues found using the color red in a message strengthened the effect of freedom threatening language compared to other colors [39] . Although they do not address risk factors directly, the authors note the association of red and heightened threat/risk perceptions.…”

Section: Introductionmentioning

confidence: 99%

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Applying harm reduction to COVID-19 prevention: The influence of moderation messages and risk infographics

Kemp

King

Upshaw

et al. 2022

Patient Education and Counseling

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Objective We propose that harm reduction messages advocating moderation versus abstinence from social interaction will be seen as less threatening and increase intentions to follow COVID-19 guidelines. We also examine two important moderators: the influence of risk framing and willingness to risk infection. Method A 2 × 2 between-participants, randomized experiment ( N = 476) varied infographics portraying low-risk behaviors, like going camping, versus high-risk behaviors, like attending a concert, followed by either moderation or abstinence guidelines. Participants in two additional control groups saw an infographic displaying either a full range of risk behaviors or behaviors that pose no risk, each followed by generic guidelines. Results Regression analyses show moderation messages are less freedom-threatening only when presenting low-risk behaviors. Persons more willing to risk infection found all messages more freedom-threatening; however, for these individuals, moderation messages increased behavioral intentions when risks were presented as high. Conclusion This study suggests harm reduction may be applied effectively in a pandemic, where the behavior of risk-tolerant individuals, at a population level, could have suboptimal effects on curbing virus transmission. Practice implications Health educators should communicate harm reduction with certain populations but also test to ensure messaging, including visuals communicating relative risks, are received as intended.

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Designing Guilt into Social Distancing Posters to Promote Compliance During a Pandemic

Subang,

Seva

2024

Springer Series in Design and Innovation

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Red-Hot Reactance: Color Cues Moderate the Freedom Threatening Characteristics of Health PSAs

Cited by 13 publications

References 54 publications

Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion

Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion

Applying harm reduction to COVID-19 prevention: The influence of moderation messages and risk infographics

Designing Guilt into Social Distancing Posters to Promote Compliance During a Pandemic

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