Feeling pressured by health prevention campaigns as a motivational force

Möri, Michelle; Siegenthaler, Perina; Fahr, Andreas

doi:10.1080/07359683.2021.1995643

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Journal article

Feeling pressured by health prevention campaigns as a motivational force : examining the role of visual and verbal mode design features

BP2-STS

Möri, Michelle ORCID Universität Freiburg (CH)
Siegenthaler, Perina ORCID Universität Freiburg (CH)
Fahr, Andreas ORCID Universität Freiburg (CH)

2021

Published in:

Health Marketing Quarterly. - 2021, p. 1-19

English 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.

Faculty

Faculté des sciences économiques et sociales et du management

Department

Département des sciences de la communication et des médias

Language