Journal
COMMUNICATION RESEARCH
Volume 44, Issue 3, Pages 437-458Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0093650215616457
Keywords
guilt; fear; emotional appeals; fear appeals; HPV; cancer prevention
Categories
Funding
- Sylvester Comprehensive Cancer Center at the University of Miami
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Recent research on persuasion has explored the utility of incorporating alternative emotional appeals within a fear-appeal framework to achieve persuasive outcomes. The current study contributes to this growing body of research by developing and assessing a hybrid guilt-fear message to increase human papillomavirus (HPV) vaccination intentions and comparing it to a standard fear appeal. An online experiment among men and women of vaccination age (N = 407) was conducted. Results detail the paths through which people processed the hybrid and fear appeals differently, and clarify the conditions in which utilizing guilt-based messaging strategies within a fear-appeal framework can facilitate or inhibit persuasive effectiveness. Implications for future research on multiemotion intervention messages are discussed.
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