Bridging the Fear and Hope: A Smartphone Eye-Tracking Examination of the Effects of Hope in Fear-based Health Messages
International Communication Association (ICA) Conference, May 26-30, 2022, Paris, France
Abstract: This study used a smartphone eye-tracking approach to examine understudied areas in health communication – hope in fear appeal – when people are exposed to differential emotional shifts with fear and hope on social media. In an image presentation with 4 (fear only vs. fear-then-hope vs. fear and hope vs. hope-then-fear) between-subjects eye-tracking experiment, participants viewed Instagram posts with variation of emotional shifts, then answered a questionnaire containing measures including perceived self-efficacy and intent to engagement of diabetes preventive behavior. Results indicated that emotional shift from fear to hope influences message processing through raising participants’ perceptions of self-efficacy compared to fear-only image social media content. The research also showed that fear-based images increased people’s attention to efficacy information followed by fear and hope, fear-then-hope, and hope-then-fear condition. Implications for health communication theory and practice are further discussed.
Will humor increase the effectiveness of human papillomavirus (HPV) advertising? Exploring the role of humor, STD information, and knowledge
Abstract: In this research, we seek to provide effective message strategies to communicate stigma associated health issues such as the human papillomavirus (HPV), by exploring the roles of humor, STD […]
Toward an integrated model of healthy food choice: Examining the moderated mediation effects via online search for nutrition information
Abstract: When numerous reasons behind the obesity problem, such as eating junk food, consuming too many calories, sedentary lifestyle, and other individual-centric causes may not be easily erased, several factors were […]