Title
Promoting dental hygiene to children : comparing traditional and interactive media following threat appeals Promoting dental hygiene to children : comparing traditional and interactive media following threat appeals
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Bristol ,
Subject
Documentation and information
Economics
Human medicine
Mass communications
Source (journal)
Journal of health communication. - Bristol, 1997, currens
Volume/pages
19(2014) :5 , p. 561-576
ISSN
1081-0730
1087-0415
ISI
000335861600004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Until now, social marketing campaigns mainly targeted children using traditional media. However, little is known about the effectiveness of computer games to communicate health-related information to children. This study compares the impact of an interactive game as a medium to provide health information and improve children's dietary habits to the impact of more traditional media. Using a 2x3 between-subject factorial design with 190 children (7-9 years old), this study investigates the effect of threat messages (weak vs. strong) concerning dental hygiene on behavioral outcome (snack choice), and how this effect is moderated by the type of medium used to communicate subsequent health information after the threat appeal (computer game, information brochure, narrative story). Results show a positive significant effect of perceived threat on children's adaptive behavior. However, this effect only remains significant when afterwards children are exposed to a narrative health-related story. When children play a game or read a brochure, they need to devote more attention to process this content, distracting them from the original threat message. In sum, when a threat message is followed by additional health information, the medium through which this information is presented influences the effectiveness of the preceding threat message.
E-info
https://repository.uantwerpen.be/docman/iruaauth/f57e33/d287725.pdf
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