Title
Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Psychology
Economics
Source (journal)
Journal of health psychology. - London
Volume/pages
19(2014) :9 , p. 1132-1142
ISSN
1359-1053
ISI
000341188600004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Two experimental studies test the effectiveness of health versus appearance-related arguments in twosided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical exercise. The results show that for health-motivated consumers, a healthfocused message is more effective, whereas for appearance-motivated consumers, an appearance-focused message is more effective. This matching effect is mediated by argument relevance.
E-info
https://repository.uantwerpen.be/docman/iruaauth/e3ca5a/4d2ed2d45d3.pdf
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