Tianjiao Wang, Rachelle Pavelko, Heather Ford, Scott Barrows, Sarah Donohue, Mary Stapel
{"title":"Humanizing cancer: The role of anthropomorphism and perceived efficacy in melanoma prevention.","authors":"Tianjiao Wang, Rachelle Pavelko, Heather Ford, Scott Barrows, Sarah Donohue, Mary Stapel","doi":"10.1080/07359683.2024.2422197","DOIUrl":null,"url":null,"abstract":"<p><p>This study investigates how melanoma anthropomorphism (i.e., the attribution of humanlike qualities to melanoma) interacts with individual differences in perceived efficacy to influence attitudes and intentions to perform preventive health behaviors. Results suggested that among individuals with lower levels of perceived efficacy, presenting melanoma in anthropomorphic terms (vs. non-anthropomorphic terms) enhanced processing fluency, consequently fostering more favorable attitudes and greater intentions to follow preventive health recommendations. However, this effect was not observed among individuals with higher perceived efficacy. Findings of this study offer important theoretical and practical implications regarding the strategic use of anthropomorphism in health promotion contexts.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"476-497"},"PeriodicalIF":0.0000,"publicationDate":"2024-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/07359683.2024.2422197","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/11/15 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"Health Professions","Score":null,"Total":0}
引用次数: 0
Abstract
This study investigates how melanoma anthropomorphism (i.e., the attribution of humanlike qualities to melanoma) interacts with individual differences in perceived efficacy to influence attitudes and intentions to perform preventive health behaviors. Results suggested that among individuals with lower levels of perceived efficacy, presenting melanoma in anthropomorphic terms (vs. non-anthropomorphic terms) enhanced processing fluency, consequently fostering more favorable attitudes and greater intentions to follow preventive health recommendations. However, this effect was not observed among individuals with higher perceived efficacy. Findings of this study offer important theoretical and practical implications regarding the strategic use of anthropomorphism in health promotion contexts.
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.
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