Effects of tailoring ingredients in auditory persuasive health messages on fruit and vegetable intake

Objective: Health messages can be tailored by applying different tailoring ingredients, among which personalisation, feedback and adaptation. This experiment investigated the separate effects of these tailoring ingredients on behaviour in auditory health persuasion. Furthermore, the moderating effect of self-efficacy was assessed.

Design: The between-participants design consisted of four conditions. A generic health message served as a control condition; personalisation was applied using the recipient’s first name, feedback was given on the personal state, or the message was adapted to the recipient’s value.

Main outcome measures: The study consisted of a pre-test questionnaire (measuring fruit and vegetable intake and perceived difficulty of performing these behaviours, indicating self-efficacy), exposure to the auditory message and a follow-up questionnaire measuring fruit and vegetable intake two weeks after message exposure (n = 112).

Results: ANCOVAs showed no main effect of condition on either fruit or vegetable intake, but a moderation was found on vegetable intake: When self-efficacy was low, vegetable intake was higher after listening to the personalisation message. No significant differences between the conditions were found when self-efficacy was high.

Conclusion: Individuals with low self-efficacy seemed to benefit from incorporating personalisation, but only regarding vegetable consumption. This finding warrants further investigation in tailoring research.     

Eye movement inductions influence health behaviour: the working memory account of persuasion

Abstract

Objective: Because the working memory (WM) has a limited capacity, the cognitive reactions towards persuasive information in the WM might be disturbed by taxing it by other means, in this study, by inducing voluntary eye movements (EMi). This is expected to influence persuasion.

Methods: Participants (N?=?127) listened to an auditory persuasive message on fruit and vegetable consumption, that was either framed positively or negatively. Half of them was asked to keep following a regularly moving dot on their screen with their eyes. At pretest, cognitive self-affirmation inclination (CSAI) was assessed as individual difference to test possible moderation effects.

Results: The EMi significantly lowered the quality of the mental images that participants reported to have of the persuasive outcomes. With regard to self-reported fruit and vegetable consumption after two weeks, EMi significantly lowered consumption when CSAI was high but it significantly increased consumption when CSAI was low.

Conclusions: The results verify our earlier findings that induced EM can influence persuasion. Although it remains unclear whether the effects of EMi were caused by disturbing mental images of persuasive outcomes or self-regulative reactions to these images, or both, the WM account may provide new theoretical as well as practical angles on persuasion.     

Health messages to promote fruit and vegetable consumption at different stages: A match-mismatch design

Objective: To examine the effectiveness of matching health messages promoting fruit and vegetable intake to the Health Action Process Approach stages of change.

Design: In a randomised controlled trial, 205 undergraduate students (non-intenders n = 123; intenders n = 82) were exposed to one of three health messages, targeted at non-intenders, intenders and controls.

Main outcome measures: Three longitudinal assessments of stage, fruit and vegetable intake, and social-cognitive determinants were obtained.

Results: Stage-specific effects of the interventions were confirmed. For self-efficacy, a stage by health message crossover interaction emerged, with both non-intenders and intenders in the matched conditions scoring higher in self-efficacy. Furthermore, in line with predictions, non-intenders in the matched condition showed higher risk perception, outcome expectancies, intention, and stage progression immediately after message exposure, and lower levels of action planning and coping planning a week later in the mismatched condition, but for these outcomes no differences across conditions were obtained among intenders. Multiple mediation analyses confirmed the facilitating role of self-efficacy and behavioural intention among non-intenders.

Conclusions: Stages should be considered when designing health messages, although more interactive interventions for intenders and extended measurement time frames may be required.     

Undoing the Effects of Seizing and Freezing: Decreasing Defensive Processing of Personally Relevant Messages

Health messages are directed at those who are at risk of incurring adverse consequences. However, previous experiments have found that people process personally relevant health messages in a biased, defensive manner. We examine the role of elaboration as a mechanism to encourage less biased processing of personally relevant health appeals. Results demonstrate that high-relevance consumers freeze on the threatening information, leading to lower change appraisal (perceived severity, self-efficacy, and response efficacy) and decreased message persuasion. For these individuals, renewed elaboration on the consequences of caffeine (Experiment 1) and olestra (Experiment 2) consumption reduces defensive processing. This elaboration "unfreezes" message processing, leading to greater change appraisal and increased persuasion. These experiments provide guidelines for practitioners to design more effective messages.     

Biassed processing of persuasive information: on the functional equivalence of cues and message arguments

Research on persuasion has shown that inferences based on heuristic or peripheral cues can bias the subsequent processing of persuasive messages. Two studies (total N = 296) examined the additional possibilities that a message argument can serve as a biassing factor and cue‐related information can serve as the target of processing bias. It was demonstrated that a message argument can bias (a) the processing of subsequent other message arguments (Study 1) and (b) the processing of subsequent cue information (Study 2). Results are discussed within dual‐process models and the recently developed unimodel of persuasion. Copyright © 2007 John Wiley & Sons, Ltd.     

Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes

When communicators are perceived as likely to bring proposed outcomes to fruition, they have source efficacy. Although perceptions of source efficacy are common in persuasion settings, this construct has received little direct research attention. The present research explored how source efficacy may impact persuasion in different ways at different levels of motivation to process messages. Across three experiments, participants encountered message arguments of varying quality from a source manipulated to be relatively efficacious or inefficacious. When motivation to process the message was low, source efficacy served as a peripheral cue (Experiment 1). When motivation was high, efficacy information learned before the message biased processing of ambiguous messages (Experiment 2), but source efficacy learned after the message affected the amount of confidence people had in their message‐related thoughts (Experiment 3). These effects of source efficacy were distinct from effects of perceived source expertise/credibility. Copyright © 2011 John Wiley & Sons, Ltd.     

The effects of coping primes on responses to messages about disease detection behaviors

Abstract

This study examined the influence of coping primes on responses to subsequent messages that encouraged the performance of health behaviors. It was hypothesized that the addition of a coping prime prior to a message encouraging a disease detection behavior would increase the likelihood that the message would be attended to and that persuasion would occur. To test this hypothesis participants were required to read a coping or neutral prime. Coping primes were statements that indicated that the upcoming message would present information about a behavior, and that this behavior would help them deal with a serious health threat. After reading the prime participants were presented with a message encouraging the performance of a health promotion or a disease detection behavior. The primary measures recorded were the participants' cognitive responses to the message, and their attitudes about the behavior. The results supported the hypothesis.     

Associations between narrative transportation,risk perception and behaviour intentions following narrative messages about skin cancer

Objective: Narrative messages may be an effective strategy to increase risk perceptions and motivate preventive behaviours related to cancer. The aim of this research was to examine associations between narrative transportation (i.e. psychological absorption into a narrative), risk perceptions, and intentions following narrative messages about skin cancer.

Design: In two studies, women who reported indoor tanning read first-person narrative messages about skin cancer. We examined associations between narrative transportation and the women’s responses to the narratives, including risk perceptions for skin cancer and behaviour intentions to reduce risk. Associations between transportation, knowledge and worry were also examined.

Results: Greater transportation was associated with higher intentions to perform skin self-examination, talk to one’s doctor about skin cancer, and look for more information. Greater transportation was also associated with higher gut feelings of risk and higher worry about skin cancer, but not deliberative risk perceptions or knowledge from the message. Additional analyses showed that after controlling for risk perception and worry, transportation had unique associations with some behaviour intentions.

Conclusion: Findings suggest that narrative transportation may be an important component to the persuasion of cancer narratives. Future research should explore ideas such as the role of the experiential system in narratives’ influence.     

Frightfully funny: combining threat and humour in health messages for men and women

Objective: It is imperative for public health to investigate what factors may reduce defensive responses and increase the effectiveness of health information. The present research investigated gender differences in responses to threatening health-promoting information communicated with humour.

Design: Male and female participants were exposed to a health message stressing the negative consequences of binge drinking (Experiment 1; N = 209) or caffeine consumption (Experiment 2; N = 242), that did or did not contain a funny visual metaphor (Experiment 1) or a slapstick cartoon (Experiment 2).

Main Outcome Measures: Message evaluation, message attention, and attitudes and intentions towards the behaviour were measured.

Results: Results showed that health messages were more persuasive when communicated with humour, although humour played a different role for men and women. Whereas men responded more in line with message goals when the message combined high threat with humour, women preferred the low threat humour messages.

Conclusion: By uncovering the moderating role of gender as a key audience characteristic, this research contributes to designing effective future health campaigns and provides important insights for future studies investigating the underlying mechanisms responsible for the different effects of threat and humour appeals for men and women.     

Distinct pathways to persuasion: The role of affect in message‐framing effects

Health‐promoting messages can be framed in terms of the gains that are associated with healthy behaviour (gain frame) or the losses that are associated with unhealthy behaviour (loss frame). In the present research, we examined the role of positive and negative affect in the persuasive effects of gain‐ and loss‐framed health‐promoting information. Experiment 1 (N = 98) showed that gain‐framed information resulted in higher levels of information acceptance than loss‐framed information and that this effect was mediated by positive affect. The results of Experiment 2 (N = 129) showed that gain‐framed information resulted in higher levels of information acceptance and attitude, an effect that was again mediated by positive affect. In addition, loss‐framed information resulted in more negative affect than gain‐framed information and negative affect increased participants' intention to engage in the healthy behaviour. These results suggest that affect may be of great importance in the persuasion process and may be particularly helpful to explain the underlying mechanisms of message framing effects. The findings also suggest that gain‐ and loss‐framed messages offer distinct pathways to persuasion. Copyright © 2009 John Wiley & Sons, Ltd.     

Understanding behavioural clusters: Identifying differences between clusters of health behaviours on key constructs

Objective: To uncover the rationale underlying the perceived distinction between clusters of health behaviours by identifying cognitive constructs that differentiate among them, and creating a ‘cognitive profile’ for each behavioural cluster. Thus, different determinants and characteristics of health behaviours (e.g. ‘perceived behavioural control’, ‘impact on health’, ‘effort’, ‘non-health rewards’, ‘habit’) were used to compare health behaviour meta-clusters (physical and psychosocial) and clusters (e.g. nutrition behaviours, substance abuse, medical practices).

Methods: A sample of lay people (N = 1956) judged items representing behavioural clusters delineated in the Health Behaviour Taxonomy on 14 constructs.

Results: Significant differences emerged between the physical and psychosocial meta-clusters, as well as among their sub-clusters. For example, physical behaviours were higher on ‘perceived behavioural control’ and ‘impact on health’ compared to psychosocial behaviours, and nutrition was perceived highest on ‘effort’ and ‘non-health rewards’ compared to the other clusters of the physical meta-cluster.

Conclusion: The findings increase our understanding of the logic underlying lay people’s cognitive schema of health behaviour clusters. ‘Cognitive profiles’ that explain differences between the clusters were identified, which can be used to design health messages and interventions targeting multiple health behaviours.     

Neurolinguistic Programming as a Persuasive Communication Technique

Abstract

Bandler and Grinder (1975) have suggested a psycholinguistic model for indirect persuasion of clients in a counseling setting: Through the use of pacing, metaphor, and various phonemic devices, client resistance is overcome. The present study compared the persuasive power of aspects of their neurolinguistic programming to direct and informational only (placebo) content messages in a group persuasion context. Results indicated no significant differences in attitudes following treatment for the three groups, whereas the direct message treatment was significantly more persuasive than the other treatments as reflected in the behavioral measure.     

Influencing health decision-making: A study of colour and message framing

Objective: Previous research has provided evidence that colour associations and frame can influence behavioural intentions to engage in vaccination behaviours. In this study, the extension of these effects to sunscreen application behaviours was investigated. Additional colours and the manner in which colour primes were employed were also explored.

Design: Two hundred and eighty-six college students were primed with either short wavelength colours (blue/purple) or long wavelength colours (red/orange) as part of goal framed sunscreen information pamphlets.

Main outcome measures: Self-reported behavioural intentions to apply sunscreen, immediate affective reaction to stimuli material, anticipated affect towards sunscreen use, and perceived efficacy of preventing skin cancer were measured.

Results: Individuals with no prior intention to use sunscreen expressed greater behavioural intentions to do so after reading a positively framed sunscreen pamphlet that was designed using short wavelength colours. The negatively framed messages and those presented in long wavelength colours did not enhance persuasion.

Conclusions: In accordance with the Unification Theory of Framing, a match between the representations of the target behaviour, the colour prime, and the frame resulted in the greatest amount of persuasion. Creating communications with representations that match the target behaviour could be a powerful tool to increase compliance.     

The role of fear in predicting sexually transmitted infection screening

Objective: This study assessed the extent to which social-cognitive factors (attitude, subjective norm and perceived control) and the fear of a positive test result predict sexually transmitted infection (STI) screening intentions and subsequent behaviour.

Design: Study 1 (N = 85) used a longitudinal design to assess the factors that predict STI screening intention and future screening behaviour measured one month later at Time 2. Study 2 (N = 102) used an experimental design to determine whether the relationship between fear and screening varied depending on whether STI or HIV screening was being assessed both before and after controlling for social-cognitive factors.

Main Outcome Measures: Across the studies the outcome measures were sexual health screening.

Results: In both studies, the fear of having an STI positively predicted STI screening intention. In Study 1, fear, but not the social-cognitive factors, also predicted subsequent STI screening behaviour. In Study 2, the fear of having HIV did not predict HIV screening intention, but attitude negatively and response efficacy positively predicted screening intention.

Conclusion: This study highlights the importance of considering the nature of the health condition when assessing the role of fear on health promotion.     

Feeling bad about progress does not lead people want to change their health behaviour

Objective: When do people decide to do something about problematic health behaviours? Theoretical models and pragmatic considerations suggest that people should take action when they feel bad about their progress – in other words, when they experience negative progress-related affect. However, the impact of progress-related affect on goal striving has rarely been investigated.

Design and Methods: Study 1 (N = 744) adopted a cross-sectional design and examined the extent to which measures of progress-related affect were correlated with intentions to take action. Study 2 (N = 409) investigated the impact of manipulating progress-related affect on intentions and behaviour in an experimental design.

Results: Study 1 found that, while engaging in health behaviours had the expected affective consequences (e.g. people felt bad when they were not eating healthily, exercising regularly or limiting their alcohol consumption), it was feeling good rather than bad about progress that was associated with stronger intentions. Study 2 replicated these findings. Participants induced to feel good about their eating behaviour had marginally stronger intentions to eat healthily than participants led to feel bad about their eating behaviour.

Conclusion: The findings have implications for interventions designed to promote changes in health behaviour, as well as theoretical frameworks for understanding self-regulation.     

Closing the intention–behaviour gap for sunscreen use and sun protection behaviours

Objective

Two studies were conducted with the aim of closing the intention–behaviour gap for sunscreen use and sun protection behaviours by examining the influence of self-regulatory capacity on the prediction of sunscreen use (Study 1) and self-regulatory capacity and habit on sun protection behaviours (Study 2).

Design

Studies were conducted online. Participants completed questionnaires and cognitive measures and then reported behaviour one week later.

Main Outcome Measures

Questionnaires measuring intention and cognitive tasks measuring self-regulatory capacity were administered to 209 university students. One week later, participants reported behaviour. In Study 2, questionnaires measuring intentions, and habit and cognitive tasks measuring self-regulatory capacity were administered to 178 university students who reported behaviour one week later.

Results

Intention accounted for 7.1% of variance in sunscreen use, no measures of self-regulation accounted for variance in behaviour or moderated the intention–behaviour gap (Study 1). Intention, self-regulatory capacity and habit accounted for 56.1% of variance in sun protection behaviours (Study 2). Intention, self-regulatory ability and habit predicted behaviour, while habit moderated the intention–behaviour gap.

Conclusion

Interventions aimed at increasing sun protection behaviours should take into account level of intention, self-regulatory capacity and habit. Individuals may benefit from habit formation strategies and self-regulation training.     

Processing of persuasive in-group messages

Two studies investigated the processes mediating the persuasive impact of messages representing in-group opinions. In the 1st study, subjects read either a strong or a weak message attributed to either an in-group member or to another group. Subjects were more persuaded by a strong message from the in-group than a weak one, suggesting content-focused processing of the in-group message. Subjects were equally unpersuaded by either a strong or a weak message from the other group, and showed little sign of message processing. In the 2nd study, Ss listened to in-group or other-group messages about issues that varied in their relevance to in-group membership. When the issue was relevant to the in-group, subjects were persuaded by a strong message from the in-group, unpersuaded by a weak message from the in-group, and equally unimpressed by strong and weak messages from the other group. When the issue was irrelevant to the in-group, subjects accepted the position advocated by the in-group regardless of message quality, and again ignored messages from the other group. These results suggest that increased message processing, and not merely the impact of source persuasion cues, can underlie in-group-mediated attitude change.     

Ends Over Means: Self-Affirmation Strengthens Attitudinal and Weakens Perceived Control Effects on Behavioral Intention

ABSTRACT

Self-affirmation research suggests that allowing people to affirm important values can improve acceptance of health messages. However, how self-affirmation improves message acceptance is not fully understood. Integrating construal level theory and reasoned action theory, this research tested two hypotheses: first, self-affirmation affects the abstractness of how people construe behavioral choices, and second, self-affirmation influences the associations between intention and its key determinants. Data were obtained from two studies on sunscreen use and flossing (n = 123 college students, and n = 294 adults). Our findings confirmed that self-affirmation induced abstract, high level construals of behaviors in terms of ends rather than means, and that self-affirmation strengthened the impact of attitude on intention and weakened the impact of perceived control.     

Access to attitude-relevant information in memory as a determinant of persuasion: The role of message attributes

Recipients with access to attitude-relevant information in memory were thought to draw on these beliefs and prior experiences to evaluate the validity of message arguments. Consistent with this idea, persuasion for these recipients was largely a function of the perceived validity of message content: Messages containing high-quality arguments were more persuasive than messages containing lowquality arguments, whereas variations in a structural attribute of the message (its length) proved to have little impact on opinion change. In contrast, people who tend to retrieve little attitude-relevant information were believed to be less able to evaluate the validity of message arguments in terms of information accessed from memory. Instead, it was anticipated that they would base their opinion judgments on a more superficial analysis of persuasion cues, focusing on attributes like message length. Consistent with this reasoning, these recipients were more persuaded by long than short messages. Recipients with moderate levels of retrieval functioned much like the high-retrieval subjects.