Journal article

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


  • 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.
Faculté des sciences économiques et sociales et du management
Département des sciences de la communication et des médias
  • English
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