Message Appeals Research Articles

광고의 이성소구와 감성소구 메시지 성격에 따른 수용자 반응에 관한 연구

광고의 이성소구와 감성소구 메시지 성격에 따른 수용자 반응에 관한 연구

The effect of message framings and green practices on customers’ attitudes and behavior intentions toward green restaurants

PurposeThis study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants.Design/methodology/approachA 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data.FindingsThe results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants.Originality/valueThis research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.

The use of advertising appeals in breast cancer detection messages: a web content analysis

ABSTRACTWe explored the use of different advertising appeals in breast cancer detection messages. We analyzed the extent to which emotional appeals were applied in advertisements that promoted two forms of breast cancer detection behaviors: breast self-examination (BSE) and mammographic screening. Findings of a content analysis of 456 breast cancer-related advertisements gathered in February 2016 indicated that textual fear appeals, humor appeals and erotic appeals were more likely to be featured in BSE-promoting advertisements than in breast cancer-related advertisements with other message purposes. While shame-guilt appeals were more likely to be used in mammography-promoting messages, humor and erotic appeals were less likely to be applied. Regarding hybrid message appeals, combinations of humor appeals with erotic, fear and shame-guilt appeals, as well as combined erotic-fear appeals were found more in BSE-promotion messages. Mammography-promoting messages made less use of hybrid messages with a humorous touch as compared to breast cancer advertisements with other message purposes. The results are in contrast to research findings on the effectiveness of message appeals and thus allow to some extent the evaluation of whether scientific findings on the effectiveness of message appeals are reflected in the current advertising practice.

An Exploratory Study Examining the Interactive Effect of Descriptive Norm and Image Appeal Messages on Adults’ Physical Activity Intentions: A Test of Deviation Regulation Theory

This exploratory study examined the interaction between messages conveying descriptive norms and image appeals on adults’ physical activity intentions. Using a pre-post experimental design, insufficiently active adults (N = 204) were randomly assigned to receive one of four messages, which included both a descriptive norm (prevalence of physical activity: high vs. low) and an image appeal (personality attributes: positive vs. negative). The results from an analysis of covariance, controlling for baseline physical activity intentions, revealed a significant interaction. Post-hoc analyses indicated that when the image appeal was positive, those who received the low descriptive norm had greater physical activity intentions than the high descriptive norm condition. No significant interaction was found for negative image appeals. Results provide preliminary evidence that physical activity intentions can be positively influenced even when physical activity is not considered the norm. Messages that include low descriptive norm information may benefit from including positive image appeals of those who do engage in physical activity, if aiming to increase physical activity intentions in insufficiently active adults.

Fear appeals in road safety advertising: an analysis of a controversial social marketing campaign in Russia

ABSTRACTThis study reports the results of a content analysis that used the Extended Parallel Processing Model (EPPM) to measure the levels of threat and self-efficacy messages in a series of controversial public service announcements (PSAs) that promoted road safety in Russia in 2008. The analysis showed that threat messages overwhelmingly outnumbered efficacy messages. The results suggest that the Russian social marketing campaign to promote road safety neglected to follow the recommended pattern of fear appeal message construction. The road safety campaign had the potential to induce fear, but the campaign messages may not have been sufficient to make the audience feel able to prevent or avoid harm by complying with the road safety rules. The results suggested that future campaign designers should give more attention to efficacy messages, particularly response efficacy messages that contain a clear call for actions and recommendations on how to prevent injury and death.

CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal

CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal

Message strategy of promotional e-mails in India: a content analysis

This study analysed the message strategies used in promotional e-mails and explored differences between the e-mail messages of different goods and service marketers. A content analysis of 698 promotional e-mails offers insights on enhancing the effectiveness of e-mail marketing. The findings revealed a higher incidence of informational subject lines, 'text-only' e-mail bodies, and emotional appeals in e-mail messages for services than for goods. This study is the first attempt to analyse the advertising content of promotional e-mails in India and subsequently offer marketing insights. The results can aid practitioners to design and customise an e-mail message strategy.

Never easy to say “sorry”: Exploring the interplay of crisis involvement, brand image, and message appeal in developing effective corporate apologies

This study examines how the interplay among crisis involvement, brand image, and message appeal impacts the effectiveness of an apology in the context of a corporate crisis. To determine apology effectiveness, a 2 (crisis involvement: high vs. low) × 2 (brand image: symbolic vs. functional) × 2 (message appeal type: emotional vs. informational) experimental design was employed. The results demonstrate that the three-way interaction is significant, especially in the low-crisis involvement condition. The study concludes with a discussion of theoretical and practical implications and directions for future research.

Effects of self-affirmation on message persuasiveness: a cross-cultural study of the U.S. and South Korea

ABSTRACTMuch research on public communication campaigns has shown that the negative appeals (e.g. fear, guilt appeals) commonly used may not be effective for encouraging prosocial behaviors, as they can facilitate defensive processing. Self-affirmation theory suggests that self-affirmation may be a useful strategy for mitigating defensive responses to potentially self-threatening messages. This cross-national study explored the effect of self-affirmation on the persuasiveness of a threat appeal message in the context of climate change. An experiment with a 3 (no affirmation versus message-integrated affirmation versus message-separate affirmation) × 2 (high self-threatening versus low self-threatening message) × 2 (U.S. versus Korea) factorial design (N = 225, U.S.; N = 255, Korea) was employed to test this postulation. The results suggested that self-affirmation has a positive effect on perceived risk, attitude toward message, and intention to engage in environmentally-friendly behaviors, although this effect is limited to high self-threat conditions. Additionally, a statistically significant interaction between self-affirmation and culture was found for the effect on behavioral intention. Finally, message-integrated affirmation manipulation was found to be as effective as message-separate affirmation manipulation. The implications of these findings for public communication campaigns in terms of promoting prosocial behaviors are discussed.

The Impact of Receivers’ Nationality and Cultural Orientation on the Effects of Fear Appeals in Health Communication

ABSTRACTParticipants from the Netherlands (n = 52), China (n = 50), and South Africa (n = 166) either read a self-targeted or a family-targeted fear appeal message about chlamydia. Seven aspects of individual cultural orientation were measured, and six effects of the different messages. Interactions between nationality and target of threat were found on perceived severity, perceived susceptibility, and danger control. Only for perceived susceptibility, a difference in cultural orientation partly explained this interaction. The outcomes add to the doubts about claims in earlier literature about the relevance of receivers’ nationality and cultural orientation for developing a fear appeal message.

The Role of Source Characteristics and Message Appeals in Public Service Advertising (PSA) Messages: An Application of Fishbein’s Expectancy-Value Model and the Match-Up Hypothesis for Anti-Binge-Drinking Campaigns Targeting College Students

Guided by a match-up hypothesis and Fishbein’s expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N = 251) participated in a 2 sources (expertise vs. similarity) × 2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein’s expectancy-value theory and the alternative framework for PSA developers are discussed.

Religion’s influence on consumer response to moral vs. justice message appeals

AbstractBuilding from past research on religion and self‐construal, this research is the first known research to explore the relationships among religion (Western vs. Eastern vs. nonreligious), moral vs. justice message appeals, and ethical consumption. In two studies utilizing the context of Fair Trade products, we show differences in the effectiveness of moral and justice message appeals to encourage ethical consumption based on one’s religious or nonreligious affiliation. Study 1 uses an Amazon’s Mechanical Turk (MTurk) sample of 197 adults, finding through MANOVAs that moral (justice) appeals are the most effective at increasing purchase intentions for ethical goods among Western (nonreligious) consumers. Study 2 extends these questions to Western and Eastern religious consumers using a Qualtrics panel sample of 279 adults, finding through MANOVAs that moral (justice) appeals are more effective for Western (Eastern) religious consumers. Equally important, Study 2 results show that these effects occur regardless of religiosity level, emphasizing the need to understand consumers’ religious affiliation more so than religiosity level. Results from both studies also show that change efficacy positively influences Fair Trade purchase intentions which, surprisingly, encourages ethical disengagement. Results also examine the purchase motives of customers, finding nonreligious and Eastern religious consumers to be motivated by concern for others, while Western religious consumers are motivated out of concern for self. In sum, marketing practitioners desiring to encourage ethical consumption should use self‐based moral appeals (e.g., “do this because it is the right thing to do for yourself”) when targeting Western religious consumers or countries with predominantly Western religious followers, while using others‐based justice appeals (e.g., “do this because it is the fair thing to do for others”) when targeting Eastern or nonreligious consumers or countries mostly representing these affiliates.

Vehicle monitoring based on GSM technology for safety and security

Information and communication technologies (ICT) have contributed greatly to society by solving many emergent problems to allow people to lead easier lives. One such problem is vehicle monitoring during parking or driving to ensure that the vehicle and the persons inside are in safe conditions. This research proposes a vehicle monitoring system using wireless technology and employing mobile phones and Arduino microcontrollers. The functions of the proposed system include sending alarm messages to the vehicle driver in case the vehicle is broken into or stolen. Further, in case of accident or exposure to the crime of theft or abduction during driving, the driver can send appeal messages, including the vehicle position, to family, friends, police, and ambulance services using only a single click. The system achieves these functions automatically in cases where the vehicle is erratic or in significant collisions. The communication distance between the vehicle and the receivers of the messages allows coverage in all regions served by mobile networks, thus covering a wide range. The system has been tested for several different cases and has succeeded in tests.

The roles of message appeals and orientation on social media brand communication effectiveness

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

The design and evaluation of a theory-based intervention to promote security behaviour against phishing

Abstract This study examined the impact of fear appeal messages on user cognitions, attitudes, behavioural attentions and precautionary behaviour regarding online information-sharing to protect against the threat of phishing attacks. A pre-test post-test design was used in which 768 Internet users filled out an online questionnaire. Participants were grouped in one of three fear appeal conditions: strong-fear appeal, weak-fear appeal and control condition. Claims regarding vulnerability of phishing attacks and claims concerning response efficacy of protective online information-sharing behaviour were manipulated in the fear appeal messages. The study demonstrates positive effects of fear appeals on heightening end-users’ cognitions, attitudes and behavioural intentions. However, future studies are needed to determine how subsequent security behaviour can be promoted, as the effects on this crucial aspect were not directly observed. Nonetheless, we conclude that fear appeals have great potential to promote security behaviour by making end users aware of threats and simultaneously providing behavioural advice on how to mitigate these threats.

스포츠 공익광고의 메시지 표현 전략: 스포츠 공익 영상광고의 메시지 프레이밍과 메시지 소구유형 효과를 중심으로

스포츠 공익광고의 메시지 표현 전략: 스포츠 공익 영상광고의 메시지 프레이밍과 메시지 소구유형 효과를 중심으로

Using EPPM to Evaluate the Effectiveness of Fear Appeal Messages Across Different Media Outlets to Increase the Intention of Breast Self-Examination Among Chinese Women

ABSTRACTThe current study aims to examine the influence of fear appeal messages across different media outlets on Chinese women’s intention of breast self-examination using the Extended Parallel Processing Model (EPPM). A two-by-two-by-two factorial experiment is designed to examine the effect of threat and efficacy level of stimulus on different media outlets on behavioral intention. The sample includes 488 Chinese women who are between 25 and 50 years old. The results revealed that there were significant main effects of both threat and efficacy on the intention to performing breast self-examination. Moreover, the significant two-way interaction effect between threat and efficacy was detected, which indicated that Chinese women who received messages containing both high threat and high efficacy had the highest intention of breast self-examination. Besides, the results demonstrated that there was no significant difference in the effectiveness of fear appeal messages on between traditional and social media.

Dakwah Literasi Ustadz Giovani Van Rega: Analisis Imbauan Pesan Dakwah

This article aims to find out how communication (proselytizing) message appeals in the literacy proselytizing of Ustadz Giovani Van Rega. Using a descriptive qualitative method, this study has revealed that the message appeals used by Ustadz Rega are rational message appeals, appeals of fear, appeal for rewards, and motivational appeals. Ustadz Rega is considered using a rational appeal because he refers to the Qur'an and hadith. While the appeal of fear clearly understood from his statement that Indonesian Muslim youths Islam will suffer from weak faith, physical, science, and weak creativity if they are illiterate. The proposition of the appeal of reward is the more a Muslim well literate, the more honorable he is. Whilts the motivational appeal refers to his that the dakwah of literacy is a necessity in order to be able to conquer the world.

Developing health communication messaging for a social marketing campaign to reduce tobacco use in pregnancy among Alaska native women

ABSTRACTBackground: Despite the high prevalence of tobacco use during pregnancy among Alaska Native and American Indian (AI/AN) women, few efforts have focused on developing tobacco cessation interventions for this group. This paper describes development of messaging for a social media campaign targeting the entire community to reduce tobacco use in pregnancy (cigarette smoking and smokeless tobacco use including a homemade product known as Iqmik) among AN women, as part of a multi-component intervention.Method: The study (clinical trial registration #NCT02083081) used mixed methods with two rounds of assessments to develop and refine culturally relevant message appeals. Round 1 used qualitative focus groups and individual interviews (n = 60), and Round 2 used quantitative survey interviews (n = 52). Each round purposively sampled adult AN pregnant women, family/friends, and Elders in Western Alaska, and included tobacco users and non-users. Round 1 also assessed reasons for tobacco use in pregnancy.Results: Qualitative findings generally converged with quantitative results to indicate that many participants preferred factual, loss-framed, visual concepts on how maternal tobacco use harms the fetus, newborn, and child in contrast to spiritual or emotional appeals, or gain-framed messaging. Stress was indicated as a major reason for tobacco use in pregnancy and strategies to manage stress along with other health pregnancy targets (e.g. prenatal care) were suggested.Conclusions: This preliminary study suggests campaign messages targeting the entire community to reduce tobacco use in pregnancy among rural AN women should include factual messaging for being tobacco-free as well as focus on reducing stress and other healthy pregnancy targets.

P7 - Leveraging Local: Messages to Promote Consumption of Local Foods in Elementary Schools

Background (Background, Rationale, Prior Research, and/or Theory): Optimizing students' school food environment with inclusion of locally grown foods and encouraging them to choose these options is a unique opportunity for schools to further promote student health and potentially decrease risk of obesity. Consumption of locally grown foods is associated with several health, environmental, economic and other benefits but is not clear what benefits resonate most with children. Objective: The objective of this study was to determine what local food messages appeal to elementary school students to encourage their choice and consumption of locally grown vegetables at lunchtime at an urban low-income school district. Study Design, Setting, Participants, Intervention: During afterschool programs, 3rd-5th grade students (n = 100) completed an interactive local foods survey testing the appeal of six local food messages each touting a unique benefit, and knowledge of the meaning of “local food”. Outcome Measures and Analysis: Students' responses were collected and analyzed to determine the most appealing messages then stratified to determine differences in message appeal based on age, grade, and gender. Descriptive statistics, crosstabs and Chi-square tests were conducted. Results: Local food messages related to strength/health (Superhero strong), and school/community (#1 school) were most favored by students. Examining demographic differences, male students chose “Superhero strong” significantly more as their favorite message compared to female students (53% versus 32% respectively) (P < .05). The “#1 school” message ranked as students' favorite message differently among 3rd (20%), 4th (16%), and 5th (45%) graders (P < .05). There were no differences in message appeal by age. Fifth grade students most frequently understood the concept of “local foods” (40%) while only (2%) of 3rd graders understood its meaning. Conclusions and Implications: Overall, students found local food messages most appealing when they were based on providing strength and health or contributing to their sense of school pride. Using these messages to make local foods more appealing during school lunches could increase students' interest in them and encourage healthy eating. Funding: University of Connecticut Collaboratory on School and Child Health.