The Comparative Efficacy of a Hybrid Guilt-Fear Appeal and a Traditional Fear Appeal to Influence HPV Vaccination Intentions
cancer prevention, emotional appeals, fear, fear appeals, guilt, HPV
Recent research on persuasion has explored the utility of incorporating alternative emotional appeals within a fear-appeal framework to achieve persuasive outcomes. The current study contributes to this growing body of research by developing and assessing a hybrid guilt-fear message to increase human papillomavirus (HPV) vaccination intentions and comparing it to a standard fear appeal. An online experiment among men and women of vaccination age (N = 407) was conducted. Results detail the paths through which people processed the hybrid and fear appeals differently, and clarify the conditions in which utilizing guilt-based messaging strategies within a fear-appeal framework can facilitate or inhibit persuasive effectiveness. Implications for future research on multiemotion intervention messages are discussed.
Carcioppolo, Nick, Cong Li, Elena V. Chudnovskaya, Rebecca Kharsa, Tyler Stephan, and Kelly Nickel. "The comparative efficacy of a hybrid guilt-fear appeal and a traditional fear appeal to influence HPV vaccination intentions." Communication Research 44, no. 3 (2017): 437-458.
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