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Lethal versus reproductive disease appeals in preventive health advertising: the moderating effect of life history strategy.
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- Author(s): Ivanov, Lachezar1 (AUTHOR); Eisend, Martin1 (AUTHOR); Diehl, Sandra2 (AUTHOR); Wang, Iris M.3 (AUTHOR); Karpinska-Krakowiak, Malgorzata4 (AUTHOR)
- Source:
International Journal of Advertising. May2021, Vol. 40 Issue 4, p657-681. 25p. 2 Color Photographs, 2 Diagrams, 2 Charts, 4 Graphs.- Subject Terms:
- Source:
- Additional Information
- Abstract: This study uses evolutionary psychology to examine how the use of disease appeals affects unhealthy behavioural intentions among consumers with different life-history strategies (LHS). Do they invest more resources in survival (slow strategists) or more resources in reproduction (fast strategists)? The results of two experimental studies indicate that behavioural intention to drink alcohol or to smoke varies as a function of the type of appeal used and the LHS of the consumer. Slow strategists' behavioural intention is lower when a reproductive disease appeal is used, while fast strategists' behavioural intention is lower when a lethal disease appeal is used. The interactive effect is moderated by message framing and appears only for negatively framed messages, but not for positively framed messages. These results contribute to advertising research by providing an evolutionary explanation for the effects of disease appeals in preventive health communication and implications for consumer well-being. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of International Journal of Advertising is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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