The Role of Construal Fit in Threat Appeal to Persuade Young Drivers Not to Text while Driving
Journal of Social Marketing.
Abstract: This paper aims to investigate the effect of matching social distance (proximal vs. distant) and the visual rhetoric style (literal vs. metaphorical) of the threatful outcome of texting while driving in persuading young drivers. To this end, this research conducts a series of 2 (social distance frame: close vs. distant) × 2 (visual rhetoric style: literal vs. metaphorical) online experiments on the perspective of construal level theory. This study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor. This paper enhances the understanding of threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in PSAs that discourage texting while driving on young adults.
Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach
Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns […]
The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions
Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to the sponsor’s persuasion attempt in the sponsorship-linked advertising (SLA). Given that team identification was robustly found to be a powerful predictor of a variety of […]