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Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages

Erlinde Cornelis (UGent) , Veroline Cauberghe (UGent) and Patrick De Pelsmacker (UGent)
(2014) JOURNAL OF HEALTH PSYCHOLOGY. 19(9). p.1132-1142
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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:

MLA
Cornelis, Erlinde, Veroline Cauberghe, and Patrick De Pelsmacker. “Being Healthy or Looking Good? The Effectiveness of Health Versus Appearance Focused Arguments in Two-sided Messages.” JOURNAL OF HEALTH PSYCHOLOGY 19.9 (2014): 1132–1142. Print.
APA
Cornelis, Erlinde, 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.
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): 1132–1142.
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.
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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