The Effects of User Comment Valence of Facebook Health Messages on Intention to Receive the Flu Vaccine: The Role of Pre-existing Attitude Toward the Flu Vaccine and Psychological Reactance
International Journal of Advertising.
Abstract: This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioral intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviors are influenced by user-generated comments.
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 […]
Bridging the Fear and Hope: A Smartphone Eye-Tracking Examination of the Effects of Hope in Fear-based Health Messages
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 […]