Journal article
People Wear Masks when they Ski: Comparing Congruent and Incongruent Behavioral Context Appeals
Journal of health communication, Vol.28(11), pp.728-738
11/02/2023
DOI: 10.1080/10810730.2023.2263745
PMCID: PMC10873062
PMID: 37768095
Abstract
When advocating for a behavior, persuasive messaging typically focuses on the context that behavior is performed in, such as mask-wearing during the COVID-19 pandemic. However, situating the advocated behavior in a different context, termed an incongruent context appeal, may persuade by increasing attention, novelty, and memorability. The current study tested this supposition in a message experiment. Participants (N = 324) were randomized to view an incongruent context (e.g. skiing) or a congruent context (i.e. COVID-19) appeal advocating for mask wearing. The incongruence appeal had a direct, positive effect on mask wearing intentions and indirect, positive effects via two serial mediation pathways: time spent with the message increased attention through novelty and memorability. Findings suggest that an incongruent context appeal is an effective strategy for persuading audiences in information-saturated environments like the COVID-19 pandemic.
Details
- Title: Subtitle
- People Wear Masks when they Ski: Comparing Congruent and Incongruent Behavioral Context Appeals
- Creators
- Yi Liao - University of UtahDallin R. Adams - University of UtahHelen M. Lillie - University of IowaJakob D. Jensen - University of Utah
- Resource Type
- Journal article
- Publication Details
- Journal of health communication, Vol.28(11), pp.728-738
- DOI
- 10.1080/10810730.2023.2263745
- PMID
- 37768095
- PMCID
- PMC10873062
- NLM abbreviation
- J Health Commun
- ISSN
- 1081-0730
- eISSN
- 1087-0415
- Publisher
- Taylor & Francis
- Number of pages
- 11
- Grant note
- 1DP2EB022360-01 / Department of Communication at the University of Utah National Institutes of Health (NIH); United States Department of Health & Human Services; National Institutes of Health (NIH) - USA Yi Liao and Dallin R. Adams are graduate students in the Department of Communication at the University of Utah, Helen M. Lillie is an Assistant Professor in the Department of Communication Studies at the University of Iowa, and Jakob D. Jensen is a Profess
- Language
- English
- Electronic publication date
- 09/28/2023
- Date published
- 11/02/2023
- Academic Unit
- Communication Studies
- Record Identifier
- 9984482457802771
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