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Title
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Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages
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Author
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Abstract
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| 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. |
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Language
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English
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Source (journal)
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Journal of health psychology. - London
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Publication
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London
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2014
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ISSN
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1359-1053
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DOI
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10.1177/1359105313485310
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Volume/pages
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19
:9
(2014)
, p. 1132-1142
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ISI
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000341188600004
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Full text (Publisher's DOI)
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Full text (publisher's version - intranet only)
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