People Wear Masks when they Ski: Comparing Congruent and Incongruent Behavioral Context Appeals.

IF 3.1 2区医学 Q1 COMMUNICATION

Journal of Health Communication Pub Date : 2023-11-02 DOI:10.1080/10810730.2023.2263745

Yi Liao, Dallin R Adams, Helen M Lillie, Jakob D Jensen

引用次数: 0

Abstract

When advocating for a behavior, persuasive messaging typically focuses on the context that behavior is performed in, such as mask-wearing during the COVID-19 pandemic. However, situating the advocated behavior in a different context, termed an incongruent context appeal, may persuade by increasing attention, novelty, and memorability. The current study tested this supposition in a message experiment. Participants (N = 324) were randomized to view an incongruent context (e.g. skiing) or a congruent context (i.e. COVID-19) appeal advocating for mask wearing. The incongruence appeal had a direct, positive effect on mask wearing intentions and indirect, positive effects via two serial mediation pathways: time spent with the message increased attention through novelty and memorability. Findings suggest that an incongruent context appeal is an effective strategy for persuading audiences in information-saturated environments like the COVID-19 pandemic.

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人们在滑雪时戴口罩：比较一致和不一致的行为情境吸引力。

在倡导一种行为时，说服性信息通常侧重于行为发生的背景，例如新冠肺炎大流行期间戴口罩。然而，将提倡的行为置于不同的背景下，称为不协调的背景吸引力，可以通过增加注意力、新颖性和可记忆性来说服。目前的研究在一个信息实验中检验了这一假设。参与者（N = 324）被随机分组，以观察提倡戴口罩的不一致背景（例如滑雪）或一致背景（即新冠肺炎）呼吁。不一致的吸引力对戴口罩的意图产生了直接、积极的影响，并通过两个系列的中介途径产生了间接、积极的作用：花在信息上的时间通过新颖性和可记忆性增加了注意力。研究结果表明，在新冠肺炎大流行等信息节约型环境中，不协调的背景吸引力是说服受众的有效策略。

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

Journal of Health Communication Multiple-

CiteScore

5.60

自引率

4.50%

发文量

期刊介绍： Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy, psychology, government, policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Global in scope, the journal seeks to advance a synergistic relationship between research and practical information. With a focus on promoting the health literacy of the individual, caregiver, provider, community, and those in the health policy, the journal presents research, progress in areas of technology and public health, ethics, politics and policy, and the application of health communication principles. The journal is selective with the highest quality social scientific research including qualitative and quantitative studies.