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
Address style
Identification
Narrative voice
Parasocial interaction
Public health campaign
Public service announcement
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
-
- English
- Other electronic version
- License
- License undefined
- Identifiers
- Persistent URL
- https://folia.unifr.ch/unifr/documents/309703
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