Publication
Title
Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages
Author
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.
Language
English
Source (journal)
Journal of health psychology. - London
Publication
London : 2014
ISSN
1359-1053
Volume/pages
19:9(2014), p. 1132-1142
ISI
000341188600004
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 18.06.2013
Last edited 08.07.2017
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