作为一种激励力量的健康预防运动的压力:检查视觉和语言模式设计特征的作用。

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2022-10-01 Epub Date: 2021-11-11 DOI:10.1080/07359683.2021.1995643

Michelle Möri, Perina Siegenthaler, Andreas Fahr

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引用次数: 0

摘要

本研究通过两项连续的研究，考察了称呼风格(直接称呼、不称呼)和叙事性语气(第一人称、第三人称)对一则关于工作压力的公共服务公告的压力感的影响。基于选择的联合分析结果表明，以第一人称叙述和直接称呼设计的说服性信息往往会给接受者带来压力。一项被试之间的在线实验结果表明，当人们与所展示的角色进行副社交互动时，这种感觉会增加被试的行为意图，以防止压力。直接称呼和第一人称叙述都直接导致减少行为意图以防止压力。

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Feeling pressured by health prevention campaigns as a motivational force: Examining the role of visual and verbal mode design features.

This research examines the influence of address style (direct, no address) and narrative voice (first-person, third-person) on the feeling of being pressured by a public service announcement about work stress in two sequential studies. The results of a choice-based conjoint analysis show that persuasive messages designed with a first-person narrative voice and direct address tend to pressure recipients. Results of a between-subjects online experiment suggest that this feeling increases subjects' behavioral intentions to prevent stress when people interact parasocially with the displayed character. Both direct address and first-person narrative voice led directly to reduced behavioral intention to prevent stress.

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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.