How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness
Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs
Datos Bibliográficos
| ID | 21340644 |
|---|---|
| Autores | Celine Northcott (0000-0002-9765-4734, University of Adelaide, South Australian Health and Medical Research Institute (SAHMRI)), Philippa Middleton (0000-0002-8573-338X, South Australian Health and Medical Research Institute), Maria Makrides (0000-0003-3832-541X, South Australian Health and Medical Research Institute), Lucy Simmonds (0000-0002-4795-5141, Flinders University) |
| Año | 2024 |
| Volumen | 64 |
| Número | 1 |
| Páginas | 18-38 |
| Fecha de publicación | 2024-03-01 |
| Peer Reviewed | Sí |
| Open Access | No |
| Tipo | ARTICLE |
| Revista | Journal of Advertising Research (JOURNAL) |
| Identificadores de la revista | ISSN: 0021-8499 • E-ISSN: 1740-1909 |
| Editorial | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.2501/jar-2024-003 |
| OpenAlex | W4391682320 |
| Idioma | EN |
| Citas recibidas | 4 |
| Referencias citadas | 76 |
This study examines the impact of message framing and visual cues on the effectiveness of social and mass media advertising promoting omega-3 screening programs for pregnant people and their families. (Taking omega-3 supplements during pregnancy may reduce the risk of premature birth for pregnant people who are deficient in this nutrient.) Women of childbearing age responded better to positively framed messages with emotional visual cues, whereas the general audience had high screening intentions regardless of the advertising condition. Processing fluency directly affected respondents’ intentions to screen, attitudes, and awareness. A dose-response relationship between attitudes, awareness, and intentions to screen was observed, whereas no moderation or moderated-mediation pathways were detected. Advertisements promoting omega-3 screening should emphasize its benefits and consider the interplay between advertising attitudes and awareness
Advertising · Cognitive psychology · Developmental psychology · Fluency · Framing (construction) · Framing effect · Mediation · Moderated mediation · Moderation · Persuasion · Processing fluency · Sensory cue · Behavioral Health and Interventions · Climate Change Communication and Perception · Consumer Behavior in Brand Consumption and Identification · Psychology · Social Psychology
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| Obras citantes distintas | 4 |
|---|---|
| Citas por año | 4 |
| Intervalo de citas | 2026 - 2026 (1) |
| Velocidad de citación | current |
| Altamente citado | No |
| Tipos de cita | Neutras: 4 |