Möri, Michelle Siegenthaler, Perina Fahr, Andreas 2021 This research examines the influence of address style (direct, no address) and narrative voice (first-person, third-person) on the feeling of being pressured by a public service announcement about work stress in two sequential studies. The results of a choice-based conjoint analysis show that persuasive messages designed with a first-person narrative voice and direct address tend to pressure recipients. Results of a between-subjects online experiment suggest that this feeling increases subjects’ behavioral intentions to prevent stress when people interact parasocially with the displayed character. Both direct address and first-person narrative voice led directly to reduced behavioral intention to prevent stress. application/pdf https://folia.unifr.ch/global/documents/309703 https://folia.unifr.ch/documents/309703/files/2021_Moeri_Feeling.pdf eng https://doi.org/10.1080/07359683.2021.1995643 info:eu-repo/semantics/altIdentifier/doi/10.1080/07359683.2021.1995643 info:eu-repo/semantics/openAccess License undefined Health Marketing Quarterly. - 2021, p. 1-19 Address style Identification Narrative voice Parasocial interaction Public health campaign Public service announcement Feeling pressured by health prevention campaigns as a motivational force : examining the role of visual and verbal mode design features http://purl.org/coar/resource_type/c_6501