The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies |
| |
| Authors: | Pragya Mathur Shailendra Pratap Jain Meng-Hua Hsieh Charles D. Lindsey Durairaj Maheswaran |
| |
| Affiliation: | 1. Department of Marketing and International Business, Zicklin School of Business, City University of New York, United States;2. Department of Marketing and International Business, Foster School of Business, University of Washington, United States;3. Department of Marketing, Pamplin College of Business, Virginia Tech, United States;4. Department of Marketing, University at Buffalo School of Management, State University of New York, United States;5. Department of Marketing and International Business, Leonard Stern School of Business, New York University, United States |
| |
| Abstract: | This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents’ implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced by frame. However, entity theorists are message advocacy sensitive such that they are more persuaded by prevention than detection advocacies, regardless of the message frame. These results are robust for measured as well as manipulated implicit theories and for different health contexts. |
| |
| Keywords: | Message framing Implicit theories Prevention advocacy Detection advocacy Healthcare appeals |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
