Threat, Efficacy and Message Framing in Consumer Healthcare
MetadataShow full item record
Purpose: The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions towards consumer healthcare communications, particularly, cataract surgery. Design/methodology/approach: This paper develops two conceptual models dealing with threat, efficacy and framing and tests them with data collected from two field experiments. Findings: The results reveal that high efficacy messages in combination with high threat or loss-framed messages have a significant positive influence on consumer attitudes and intentions in the consumer healthcare arena. Practical implications: The findings have managerial value and public policy implications for healthcare officials in developing effective communications material. Specifically, this paper recommends that high threat, high efficacy and loss-framed efficacy messages be used. Originality/value: This research extends previous work by demonstrating the effectiveness of threat appeals and framing on consumer attitudes and intentions to undergo cataract surgery. It also demonstrates the use of communication models in the healthcare domain.
Showing items related by title, author, creator and subject.
When believing in the union is (not) enough: The role of threat and norms in intentions to act on union legitimacy and efficacy beliefsBlackwood, L.; Terry, Deborah; Duck, J. (2015)Three field studies conducted with academics and students examined the dynamic role of threat and normative support for a union in qualifying the relationship between union-related legitimacy and efficacy beliefs, and ...
Zhang, M.; Zhang, G.; Gursoy, Dogan; Fu, X. (2018)This study examines the influence of message framing and how a match or mismatch between message framing and individuals’ regulatory focus can influence their destination image perceptions and visit intentions utilizing ...
Messages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising conceptsFrance, K.; Donovan, Robert; Bower, C.; Elliott, E.; Payne, J.; D'antoine, H.; Bartu, Anne (2014)Background: Public awareness-raising campaigns targeting alcohol use during pregnancy are an important part of preventing prenatal alcohol exposure and Fetal Alcohol Spectrum Disorder. Despite this, there is little evidence ...