Creating persuasive health messages on social media: Effects of humor and perceived efficacy on health attitudes and intentions.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2023-07-01 DOI:10.1080/07359683.2022.2109396

Tianjiao Wang, Rachelle Pavelko

引用次数: 0

Abstract

This study examined how humor (incongruity humor vs. no humor) interacts with individual differences in perceived efficacy to influence health attitudes and behavioral intentions. Results of a controlled experiment (N = 294) revealed that among individuals with lower levels of perceived efficacy, incongruity humor, relative to no humor condition, resulted in greater source liking, which in turn, enhanced their attitudes and intentions to perform preventive health behaviors. However, for individuals higher in perceived efficacy, incongruity humor (vs. no humor) had an indirect negative effect on intentions via decreased attitudes. Theoretical and practical implications of these findings are discussed.

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在社交媒体上创造有说服力的健康信息:幽默和感知效能对健康态度和意图的影响。

本研究考察了幽默(不和谐幽默与无幽默)如何与感知效能的个体差异相互作用，从而影响健康态度和行为意图。对照实验(N = 294)结果显示，在效能感较低的个体中，相对于无幽默的个体，不协调幽默导致了更大的源喜欢，而源喜欢反过来又增强了他们采取预防健康行为的态度和意图。然而，对于感知效能较高的个体，不协调幽默(相对于无幽默)通过降低态度对意图有间接的负面影响。讨论了这些发现的理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.