Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages
- Author
- Erlinde Cornelis (UGent) , Veroline Cauberghe (UGent) and Patrick De Pelsmacker (UGent)
- Organization
- Abstract
- Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided 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 health-focused message is more effective, whereas for appearance-motivated consumers, an appearance-focused message is more effective. This matching effect is mediated by argument relevance.
- Keywords
- PHYSICAL-ACTIVITY, DECISION-MAKING, INVOLVEMENT, PERSUASION, RESPONSES, BEHAVIOR, ADOLESCENTS, INTENTIONS, EXERCISE, ADULTS, advertising, appearance, effectiveness, exercise, health, suntanning, two-sided messages
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-4147863
- MLA
- Cornelis, Erlinde, et al. “Being Healthy or Looking Good? The Effectiveness of Health versus Appearance Focused Arguments in Two-Sided Messages.” JOURNAL OF HEALTH PSYCHOLOGY, vol. 19, no. 9, 2014, pp. 1132–42, doi:10.1177/1359105313485310.
- APA
- Cornelis, E., Cauberghe, V., & De Pelsmacker, P. (2014). Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages. JOURNAL OF HEALTH PSYCHOLOGY, 19(9), 1132–1142. https://doi.org/10.1177/1359105313485310
- Chicago author-date
- Cornelis, Erlinde, Veroline Cauberghe, and Patrick De Pelsmacker. 2014. “Being Healthy or Looking Good? The Effectiveness of Health versus Appearance Focused Arguments in Two-Sided Messages.” JOURNAL OF HEALTH PSYCHOLOGY 19 (9): 1132–42. https://doi.org/10.1177/1359105313485310.
- Chicago author-date (all authors)
- Cornelis, Erlinde, Veroline Cauberghe, and Patrick De Pelsmacker. 2014. “Being Healthy or Looking Good? The Effectiveness of Health versus Appearance Focused Arguments in Two-Sided Messages.” JOURNAL OF HEALTH PSYCHOLOGY 19 (9): 1132–1142. doi:10.1177/1359105313485310.
- Vancouver
- 1.Cornelis E, Cauberghe V, De Pelsmacker P. Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages. JOURNAL OF HEALTH PSYCHOLOGY. 2014;19(9):1132–42.
- IEEE
- [1]E. Cornelis, V. Cauberghe, and P. De Pelsmacker, “Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages,” JOURNAL OF HEALTH PSYCHOLOGY, vol. 19, no. 9, pp. 1132–1142, 2014.
@article{4147863,
abstract = {{Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided 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 health-focused message is more effective, whereas for appearance-motivated consumers, an appearance-focused message is more effective. This matching effect is mediated by argument relevance.}},
author = {{Cornelis, Erlinde and Cauberghe, Veroline and De Pelsmacker, Patrick}},
issn = {{1359-1053}},
journal = {{JOURNAL OF HEALTH PSYCHOLOGY}},
keywords = {{PHYSICAL-ACTIVITY,DECISION-MAKING,INVOLVEMENT,PERSUASION,RESPONSES,BEHAVIOR,ADOLESCENTS,INTENTIONS,EXERCISE,ADULTS,advertising,appearance,effectiveness,exercise,health,suntanning,two-sided messages}},
language = {{eng}},
number = {{9}},
pages = {{1132--1142}},
title = {{Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages}},
url = {{http://dx.doi.org/10.1177/1359105313485310}},
volume = {{19}},
year = {{2014}},
}
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