The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study

Alexander Ort; Andreas Fahr

doi:10.5771/2192-4007-2020-3-341

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- Titelei/Inhaltsverzeichnis
- 341–481 FULL PAPER 341–481
  - 341–366 The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study Alexander Ort, Andreas Fahr Alexander Ort, Andreas Fahr 341–366
  - 367–393 Communication floods – Emails in scholarly communication Corinna Lüthje, Franziska Thiele Corinna Lüthje, Franziska Thiele 367–393
  - 394–420 Five days without a smartphone. Smartphone use and subjective well-being: Results from a study comparing normal use with a deprivation condition Susann Kohout, Christina Schumann Susann Kohout, Christina Schumann 394–420
  - 421–444 Beneficial effects of reactance in health-related behavior? The effects of fear appeals on defensive and accepting reactions of smokers with different levels of self-esteem Claudia Poggiolini Claudia Poggiolini 421–444
  - 445–481 Wie der Online-Boulevardjournalismus die Gefährlichkeit der islamistischen Szene konstruiert – und Muslime unter Generalverdacht stellt Eine Analyse der Berichterstattung von krone .at Philip Baugut Philip Baugut 445–481
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SCM Studies in Communication and Media , page 341 - 366

The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study

Autoren

Alexander Ort Andreas Fahr

DOI
- doi.org/10.5771/2192-4007-2020-3-341
- ISSN: 2192-4007
- ISSN online: 2192-4007
Abstract

This study examines the effects of positive compared to negative appeals in persuasive health communication about sexually transmitted diseases (STDs). The theoretical background draws on the Extended Parallel Process Model, which is mainly used to ex- plain the processing of negative appeals (fear) in these contexts. Participants (N = 160; Mage = 22.59, SD = 2.48, 57.4% female; mainly students) took part in a one-factorial experiment by viewing an advertisement promoting the use of condoms that was emotionally framed as either humorous (positive) or threatening (negative) to induce an emotional experience of joy or fear, respectively. Emotional experiences were tested as predictors for health behavior-related outcomes by means of hierarchical regression analyses. Data pro- vides evidence for the beneficial effect of positive emotional appeals on message judgment and attitudes towards the proposed behavior. The threatening appeal reduced perceptions of efficacy and led to an increase in reactance. These findings provide further evidence for carefully using fear appeals in persuasive health communication and speak in favor of integrating positive emotional appeals in these contexts.
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