Promoting health or promoting pleasure? A contingency approach to the effect of informational and emotional appeals on food liking and consumption

Abstract

Here, we suggest that the relative effectiveness of informational and emotional appeals in persuasive communications may depend on the dominant basis of attitude towards the focal item (affective or cognitive), and on the precise response being targeted (i.e. influencing affect-based food liking or cognitive-based consumption). Ninety-five participants (milk drinking adults) participated in an experiment in which they were presented with a persuasive communication promoting milk consumption. A mixed design combined as between-participants factors attitude bases (two: affective/cognitive) and persuasive appeals (two: informational/emotional) with, as a within-participants measure, types of effect (two: liking and consumption change intent). We also measured immediate feelings and thoughts responses to the communication. As expected, cognition-based attitudes were not sensitive to a match between persuasive appeals and types of effect. For affect-based attitudes, results confirmed the predicted superiority of a match between the affective and cognitive bases of the targeted responses and that of the persuasive appeal. Food liking was particularly sensitive to an emotional appeal while an informational appeal tended to be more influential on food consumption. The underlying mechanism of these effects and their implication for the practice of health promotion and food marketing are discussed.