Feeling pressured by health prevention campaigns as a motivational force: Examining the role of visual and verbal mode design features. Issue 4 (2nd October 2022)

• Record Type: Journal Article
• Authors: Möri, Michelle; Siegenthaler, Perina; Fahr, Andreas
• Is Part Of: Health marketing quarterly. Volume 39:Issue 4(2022)
• Page Start: 337
• Page End: 355
• Publication Date: 2022-10-02
• Subjects: Address style -- identification -- narrative voice -- parasocial interaction -- public health campaign -- public service announcement; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2021.1995643
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: 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.