“What makes me click?” The effects of images and color in consumer-based pandemic health messages

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-04-06 DOI:10.1080/10696679.2022.2039875

T. Chowdhury, Patricia A. Norberg, A. Asare, Jun Kang, R. Bannor

引用次数: 0

Abstract

ABSTRACT Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.

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“是什么让我点击？”基于消费者的疫情健康信息中的图像和颜色的影响

疾病的健康信息传递一直是市场营销的一个重要研究领域。本研究的目的是探讨对具有高度威胁的流行病的卫生传播的反应。我们证明，除了信息框架外，图像和文字颜色还会影响对大流行信息作出反应的意图。我们发现社会意象与积极框架相结合增加了回应的意图，蓝色文本进一步增加了对信息的回应。这些结果表明，当试图让消费者了解有关高度威胁疾病的健康信息时，文字颜色和社会形象很重要。

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 Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.