Power Distance, Uncertainty Avoidance, and the Effects of Source Credibility on Health Risk Message Compliance.

The present study aims to explore the relationship between perceived message source (spokesperson) credibility and message compliance in response to a health risk message. Based on an experiment in Ireland (n = 406) and Belgium (n = 410), we test how the relationship between source credibility and message compliance is mediated by perceived threat and efficacy of the message, and moderated by power distance and uncertainty avoidance. A source that is perceived as more credible is found to increase message compliance by increasing both the perceived message threat and efficacy. The indirect effect of source credibility on message compliance through perceived efficacy is stronger for individuals with lower power distance and higher uncertainty avoidance.

The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation.

In order to activate women to participate in breast cancer screening programs, a good understanding is needed of the personal characteristics that influence how women can be activated to search for more information, consult friends and doctors, and participate in breast cancer screening programs. In the current study, we investigate the effect of six personal characteristics that have in previous research been identified as important triggers of health behavior on breast cancer screening activation: Health awareness, Need for Cognition, Affect Intensity, Breast cancer knowledge, Topic involvement, and the Perceived breast cancer risk. We test the effect of these factors on four activation variables: intention of future information seeking, forwarding the message to a friend, talking to a doctor, and actual breast cancer screening attendance. Additionally, we try to unravel the process by means of which the antecedents (the six personal characteristics) lead to activation. To that end, we test the mediating role of perceived breast cancer threat, perceived efficacy of screening, and the evoked breast cancer anxiety as mediators in this process. The data were collected by means of a cross-sectional survey in a sample of 700 Flemish (Belgium) women who were invited to the free-of-charge breast cancer population screening. Screening attendance of this sample was provided by the government agency in charge of the organisation of the screening. Health awareness, affects intensity, topic involvement, and perceived risk have the strongest influence on activation. Breast cancer anxiety and perceived breast cancer threat have a substantial mediation effect on these effects. Efficacy perceptions are less important in the activation process. Increased health awareness and a higher level of perceived risk lead to less participation in the free of charge population based breast screening program. Implications for theory and practice are offered. The limitation of the study is that only a standard invitation message was used. In future research, other types of awareness and activation messages should be tested. Additionally, the analysis could be refined by investigating the potentially different activation process in different subgroups of women.

The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer's Disease by Older People.

Through early diagnosis of symptoms, the Alzheimer's disease process can be decelerated. The main concern is to encourage the population at risk to take responsible actions at the earliest stage of the onset of the disease. Persuasive communication is essential to achieve this. In an experimental study, the evaluation of awareness messages for early diagnosis containing weak and strong arguments and negative and positive images was performed on a sample of older Belgians. The mediating role of affective responses and message thoughts was explored. Strong arguments led to a more positive evaluation of the message than weak arguments directly and indirectly via the positive effect they had on message affect and thoughts, which, in turn, positively affected message evaluation. A negative message image led to a more positive message evaluation than a positive one. This effect was not mediated by either message affect or message thoughts.

Promoting dental hygiene to children: comparing traditional and interactive media following threat appeals.

Until now, social marketing campaigns mainly targeted children using traditional media. However, little is known about the effectiveness of computer games to communicate health-related information to children. This study compares the impact of an interactive game as a medium to provide health information and improve children's dietary habits to the impact of more traditional media. Using a 2 × 3 between-subject factorial design with 190 children (7-9 years old), this study investigates the effect of threat messages (weak vs. strong) concerning dental hygiene on behavioral outcome (snack choice), and how this effect is moderated by the type of medium used to communicate subsequent health information after the threat appeal (computer game, information brochure, narrative story). Results show a positive significant effect of perceived threat on children's adaptive behavior. However, this effect only remains significant when afterwards children are exposed to a narrative health-related story. When children play a game or read a brochure, they need to devote more attention to process this content, distracting them from the original threat message. In sum, when a threat message is followed by additional health information, the medium through which this information is presented influences the effectiveness of the preceding threat message.

Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages.

Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical exercise. The results show that for health-motivated consumers, a health-focused message is more effective, whereas for appearance-motivated consumers, an appearance-focused message is more effective. This matching effect is mediated by argument relevance.

Players' expertise and competition with others shape the satisfaction of competence needs, gaming gratifications, and contingent self-esteem in a gaming context.

The current study explores how competition and gaming expertise affect the satisfaction of competence needs and gaming gratifications. We demonstrate that competition moderates the effect of gaming expertise on the satisfaction of competence needs, which in turn affects game enjoyment and replay intention. Gaming expertise predicted players' need satisfaction, game enjoyment, and replay intention significantly better in a competitive compared to a noncompetitive context. The effect of gaming expertise on game enjoyment and replay intention was, furthermore, mediated by the satisfaction of competence needs. Finally, gaming expertise positively affected the importance of competition for players' self-esteem only in the competitive gaming context. The present findings demonstrate the importance of competition and gaming expertise for the satisfaction of competence needs, gaming gratifications, and the pursuit of self-esteem during gameplay, attesting to the applicability of self-determination theory to gaming contexts.

Two-sided messages for health risk prevention: the role of argument type, refutation, and issue ambivalence.

Two experiments were conducted among adolescents in 2011 in urban parts of Belgium, Europe. The effectiveness of two-sided binge drinking and marijuana prevention messages was investigated in relation to argument type, refutation, and issue ambivalence. Study 1 (n = 373) serves as a baseline study for study 2 (n = 156). Data were collected through a printed questionnaire in classrooms in Flemish secondary schools. Analysis of variance (ANOVA) was used to analyze the data. Implications for health practitioners, as well as limitations and suggestions for further research are given.

Impact of an interactive anti-speeding threat appeal: how much threat is too much?

This study investigates the impact of an interactive television public-service announcement (PSA) containing an anti-speeding threat appeal on feelings of telepresence and behavioral intention. In a 2 × 2 × 2 between-subjects factorial design with 213 participants, the level of threat evoked by a traditional PSA, by the interactive part of the PSA (dedicated advertising location or DAL) and by the preceding program context are manipulated to be either low or high. The results support the assumptions of the Extended Parallel Processing Model with regard to the effect of the level of perceived threat and perceived efficacy in an interactive media environment, and the important role of telepresence as a processing variable. The results of the three-way interaction effect of threat evoked by the program, the PSA and the DAL on telepresence show that when the threat levels of the program and the PSA are both either low or high, exposure to the threatening information in the DAL does not generate a significantly higher feeling of telepresence. However, when a low-threat program is followed by a high-threat PSA, the threat level of the DAL has a positive effect on telepresence. The same trend is found with a high-threat program and a low-threat PSA, although the effect of the threat evoked by the DAL on telepresence is not significant at conventional levels. Finally, there is a positive effect of telepresence on the behavioral intention to reduce speeding, which is partly mediated by the viewer's perceived efficacy to follow the recommended behavior.

Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance.

In a sample of 170 youngsters, the effect of two versions of a public service announcement (PSA) threat appeal against speeding, placed in four different contexts, on evoked fear, perceived threat (severity and probability of occurrence), perceived response efficacy and self-efficacy, message involvement and anti-speeding attitude and anti-speeding intention is investigated. Evoked fear and perceived threat and efficacy independently influence message involvement. Message involvement is a full mediator between evoked fear, perceived threat and efficacy perception on the one hand, and attitudes towards the message and behavioral intention to accept the message on the other. Speeding experience has a significantly negative impact on anti-speeding attitudes. Message and medium context threat levels and context thematic congruency have a significant effect on evoked fear and to a lesser extent on perceived threat.

Attitudes and self-reported behavior of patients, doctors, and pharmacists in New Zealand and Belgium toward direct-to-consumer advertising of medication.

Patients', doctors', and pharmacists' attitudes toward direct-to-consumer advertising (DTCA) for medication and their perceptions of its impact on patient self-reported behavior in terms of request for, and consumption of, advertised medication were investigated. Data were obtained in New Zealand, 1 of only 2 countries that allow mass-media DTCA for prescription medication, and in Belgium, which does not. Attitudes were relatively negative in both countries, but significantly more positive in New Zealand than in Belgium. The impact of DTCA (both in a positive and a negative sense) on self-reported patient behavior and patient interaction with doctors and pharmacists was limited in both countries. Although -- as already established in previous work -- the informativeness and reliability of DTCA can be much improved, and the attitude of medical professionals toward DTCA is negative in both countries, from the point of view of medical professionals and patients, DTCA does not harm the self-reported relationship between doctors, pharmacists, and patients.

The impact of banners on digital television: the role of program interactivity and product involvement.

In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner advertisements, but generated more positive brand attitudes than noninteractive programs. These effects were more outspoken for a high-involvement product than for a low-involvement product. The impact of perceived program interactivity on brand attitude is fully mediated program valence and involvement for low-involvement products, but not for high-involvement products, for which perceived program interactivity had a direct impact on brand attitude.

The effect of norms, attitudes and habits on speeding behavior: scale development and model building and estimation.

In a quota sample of 334 Belgian individuals, reliable and valid scales are developed, that measure subjective, personal, normative and descriptive norms, personal identity, attitude components, perceived behavioral control, habit formation, behavioral intention and behavior with respect to speeding. A speeding behavior model is built in which the relevance of personal, descriptive and normative norms, the cognitive and affective attitude towards speeding, the affective attitude towards speed limits, and habit formation is assessed. Habit formation and the attitude towards speeding influence the intention towards speeding and self-reported speeding. Personal and to a lesser extent subjective and descriptive norms have a significant effect on attitudes towards speeding and on self-reported speeding. Recommendations for more effective and efficient anti-speeding campaigns are formulated.

Developing a Short Affect Intensity Scale.

The purpose of this study was to construct a brief version of the 40-item Affect Intensity Measure. Since the assumed one-dimensionality of the scale has been criticized lately, special attention was paid to the factor structure of the full and the brief scales. The scales were tested in three different samples: 510 Belgian citizens representative of the Belgian population, and 204 and 166 students of the University of Antwerp. The Short Affect Intensity Scale has 20 items. Mean scores on the original Affect Intensity Measure were 3.68, 3.67, and 3.67 for the three samples, respectively, while for the Short Affect Intensity Scale the following respective mean scores were registered: 3.76, 3.78, and 3.75. Correlations between the original and brief scales were .94, .93, and .93 for the three samples, respectively. Three factors underlie the Short Affect Intensity Scale: Positive Intensity, Negative Affectivity, and Serenity. Furthermore, the scores for the Short Affect Intensity Scale suggest it is reliable and valid.