Threat, efficacy and message framing in consumer healthcare

Nandakumar, Nachiketas; Sivakumaran, Bharadhwaj; Kalro, Arti D.; Sharma, Piyush

doi:10.1108/mip-07-2016-0117

Cited by 10 publications

(9 citation statements)

References 64 publications

(128 reference statements)

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“…Most previous studies only focused on the impact of coping appraisal on adoption intention (Hsieh et al, 2016), the impact of the message design of coping appeal on coping appraisal has been neglected. In addition, previous studies have found that message in different framing may affect value perception and product evaluation (Gallagher et al, 2011;Hwang et al, 2012;Nandakumar et al, 2017). Specifically, because of the negativity bias, the sensitivity and influence of negative framing message is stronger than that of positive framing message.…”

Section: Framing Effectmentioning

confidence: 95%

“…Thus, this study tries to investigate the role of fear appeal in fear arousal by considering potential nonlinear or curvilinear relationship. Second, literature on message framing has confirmed that positive versus negative framing may result in different product evaluation in traditional health communication such as antismoking and breast self-examination (Gallagher et al, 2011;Hwang et al, 2012;Meyerowitz and Chaiken, 1987;Ruiter et al, 2003;Nandakumar et al, 2017), while it is unknown whether this effect works in the technology or innovation evaluation context. TAM literature focuses on the impacts of perceived usefulness on technology adoption but not on how this perception is formed by message design.…”

Section: Mobile Health Technology Persuasionmentioning

confidence: 99%

“…Inspired by the prospect theory, health-related communication can be framed based on the gains or losses of the recommendations, which can affect individuals' health behavioral intention (Gallagher et al, 2011;Hwang et al, 2012;Nandakumar et al, 2017;Rothman and Salovey, 1997). And loss aversion indicates that people assign stronger values to negative emotions than to positive emotions.…”

Section: Framing Effect Of Coping Appealsmentioning

confidence: 99%

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Fear appeal, coping appeal and mobile health technology persuasion: a two-stage scenario-based survey of the elderly

Sun

Feng

Shen

et al. 2022

ITP

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PurposePrior researches on the adoption of mobile health services (MHS) concentrate on the subjective cognitive appraisals resulting in technology adoption, while ignoring how to shape those cognitive appraisals by the objective message design strategies which are easier to operate in practice. Based on protection motivation theory (PMT), the current research aims to explore the antecedents of cognitive appraisals by focusing on message design strategies of fear appeal and coping appeal.Design/methodology/approachA two-stage scenario-based survey of 204 participants was conducted to collect data. The authors chose SPSS and covariance-based structural equation modeling (CB-SEM) approach with the software LISREL 8.8 to test our model.FindingsThe results show that the relationship between fear appeal and fear arousal is inverted U-shaped such that the degree of fear arousal is the greatest when the fear appeal is at a moderate level. Perceived usefulness for the message with negative framing is higher than that with positive framing. Furthermore, fear appeal and coping appeal have a significant interaction on the adoption of MHS at different stages.Research limitations/implicationsThe sample data of this study come from a special health service of a special group in China, which limits the universality of our research results for other groups or health care services. Therefore, future researchers can validate the model in other research scenarios and sample populations.Originality/valueThis study shows how fear appeal and coping appeal work together to influence individuals' adoption intention. The authors’ findings expand the theoretical depth of PMT and fear theory, enriching the theoretical connotation of framing effect in mobile health technology adoption context, which add new insights to design more persuasive messages through fear appeal and coping appeal for researchers and MHS providers in mobile health communication or propaganda.

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Section: Framing Effectmentioning

confidence: 95%

Section: Mobile Health Technology Persuasionmentioning

confidence: 99%

Section: Framing Effect Of Coping Appealsmentioning

confidence: 99%

See 1 more Smart Citation

Fear appeal, coping appeal and mobile health technology persuasion: a two-stage scenario-based survey of the elderly

Sun

Feng

Shen

et al. 2022

ITP

View full text Add to dashboard Cite

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“…There is also a study indicating that a gain-framed message is more persuasive when information is designed to promote a type of behavior, and a loss-framed message is more persuasive when information is designed to prevent a phenomenon [ 4 ]. It has been found that in areas that favor prevention, such as using sunscreen cream to prevent skin cancer [ 5 , 6 ] and smoking cessation [ 7 , 8 ], the gain-framed message is more effective than its loss-framed counterpart. Vaccination is a disease prevention behavior.…”

Section: Introductionmentioning

confidence: 99%

Information Framing Effect on Public’s Intention to Receive the COVID-19 Vaccination in China

Peng

Guo

2021

Vaccines

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The aims of the study were (1) to explore information framing effect on the public’s intention to receive the COVID-19 vaccination and (2) to understand the key factors influencing the intention of COVID-19 vaccinations in China. An online questionnaire survey was conducted to explore the influence of demographic characteristics, individual awareness, social relationship, risk disclosure, perceived vaccine efficacy, and protection duration under the assumptions of information framing. The results showed that (1) the persuasion effect under loss frame was higher than that under gain frame (B = 0.616 vs. 0.552); (2) there was no significant difference between sex, age, income, occupation, educational background and residence for the participants’ intention to be vaccinated; whether family members/friends were vaccinated had a strong correlation with their vaccination intention under the gain frame; (3) the higher the understanding of COVID-19 and the compliance with government COVID-19 prevention and control measures were, the higher the vaccination intention was; (4) risk disclosure had the greatest impact on people‘s COVID-19 vaccination intention; (5) perceived vaccine effectiveness and duration of protection had little effect on people’s intention to receive vaccination. The influence of information framing on the intention of COVID-19 vaccination is different. The publicity of relevant health information should pay attention to the influence of information framing and contents on the behavior of public vaccination, so as to enhance public health awareness and promote the vaccination of the whole population.

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“…Although the EPPM was developed to explain consumer reactions to advertising fear appeals, such as anti-smoking or HIV protection ads, the framework has since been utilized in a diverse set of research contexts, including communication and health promotion (e.g., Diegelmann et al 2020;Nandakumar et al 2017;Noar et al 2020;Shi and Smith 2016), tourism crisis communication and management (e.g., Liu et al 2016), social media effects (Jowett and O'Donnell 2018;Oh et al 2020), sport psychology (Tenebaum and Eklund 2020), and users' compliant/noncompliant behaviors related to computer security and information assurance (e.g., Johnston and Warkentin 2010;Moody et al 2018). Many interesting insights have emerged from this line of research.…”

Section: Theoretical Underpinningmentioning

confidence: 99%

Maladaptive Consumer Behaviors and Marketing Responses in a Pandemic

Ketron

Siguaw

Sheng

2021

The ICT and Evolution of Work

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The COVID-19/coronavirus pandemic has upended consumers' day-today lives and abruptly halted the operations of many businesses of all sizes. In the face of these challenges, how should marketers respond? Although pundits have suggested a uniform marketing approach in addressing and appealing to consumers during the pandemic, such a universal approach contradicts market segmentation wisdom. To better utilize sound marketing practices, marketers require a clear means of segmenting consumers during global crises. In response to this unfulfilled need, this study builds on the theoretical framework of the Extended Parallel Process Model, or EPPM (Witte 1991(Witte , 1992a(Witte , b, 1994, and identifies two distinct segments of consumers-labeled as Rejectionists and Survivalists-who have responded to the pandemic in differing maladaptive ways. In this work, each segment is described in detail and validated with cluster analysis, and suggestions are given to marketers for engaging with and promoting to each segment. These market segments are the first to be developed to assist marketers in identifying appropriate engagement and promotional strategies in a national crisis.

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Threat, efficacy and message framing in consumer healthcare

Cited by 10 publications

References 64 publications

Fear appeal, coping appeal and mobile health technology persuasion: a two-stage scenario-based survey of the elderly

Fear appeal, coping appeal and mobile health technology persuasion: a two-stage scenario-based survey of the elderly

Information Framing Effect on Public’s Intention to Receive the COVID-19 Vaccination in China

Maladaptive Consumer Behaviors and Marketing Responses in a Pandemic

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