“…Communicating descriptive, injunctive or non-normative information in a message forces the use of different wording (Jacobson et al, 2011) and therefore may impact a sign's 10 vividness (Frantz, Rhoades, & Lehto, 2005) and its emotional charge (Winter, Sagarin, Rhoads, Barrett, & Cialdini, 2000). In terms of vividness, researchers usually address the role of attractiveness, readability and comprehension of signs as elementary factors that impact a sign's effectiveness (Frantz et al, 2005;Meis & Kashima, 2017). On the other hand, the control of a sign's emotion elicitation may prevent reactance effects, which may be induced by negative wording (Bergquist & Nilsson, 2016;Sussman & Gifford, 2012).…”