Alexander Ort

Source does matter

Provocative messages targeting childhood obesity are a central means to increase problem awareness. But what happens when different online media platforms take up the campaign, comment, re-contextualize, and evaluate it? Relating to preliminary findings of persuasion research, we postulate that source credibility perceptions vary across types of online media platforms and contextualization of the message. Individual characteristics, in particular weight-related factors, are assumed to influence message effects. A 3 (media type: blog, online news, Facebook)?×?2 (reinforcement versus impairment context) experimental design with students (N?=?749) aged between 13 and 18 years was conducted. Results show an interaction between media type and argumentation for affective self-perceptions of weight. Self-relevance varies based on different source credibility perceptions. Overall, campaign re-contextualization of provocative messages may result in negative persuasion effects and needs to be considered in campaign development. First systematic research on variations of online source credibility perceptions.Experimental study on online re-contextualization effects.Stratified sample for education levels of 700 secondary school students.Provocative campaigning takes the risk of boomerang effects.Media and argumentation-type affects affective self-perceptions of weight.

Managing Obesity Prevention Using Digital Media: A Double-Sided Approach

In this chapter we report results from a study on a digital health communication campaign initiated by Children’s Healthcare of Atlanta. This campaign has triggered a highly controversial discussion in the USA, because it used obese children and showed them in online media talking about being stigmatized. Our research is based on the assumption that controversial campaigns disseminated via online media run the risk of being re-contextualized, with the possible negative result of jeopardizing the original communicator’s intentions. Results showed that contextual reinforcement of the campaign message (in three contexts: Facebook, online-news, and a health-related blog) improved the self-relevance-perceptions of adolescent recipients. Also, the participants’ affective self-perceptions concerning their own weight were significantly influenced by the argumentative reframing of the original message on a Facebook site, a Blog, and an online news site. In addition, we report about the development and evaluation of a motion-controlled serious game used to address barriers of obesity prevention in school aged children. In the media, communication about health-related risks mainly uses fear as a motivation for lifestyle-changes, as the time window to communicate the message is usually very short. In contrast, to support motivation in an informal unguided learning context which has to be viable for a longer time, the gamification of learning content is an important strategy. The focus of the serious game is on (1) self-reflective diagnostic tools to analyse the daily food intake and free-time activities, (2) gamified information and knowledge-tests about food groups, drinks, and energy density, as well as (3) relaxation exercises to aid addressing psychosocial aspects.

«Fat, sick, and nearly dead?» Effekte positiver Emotionalisierung auf die Selektion von Gesundheitsinformation

Die Bekämpfung von Übergewicht ist insbesondere für industrialisierte Länder eine gesellschaftliche Herausforderung. So ist beispielsweise der Prozentsatz fettleibiger Schweizerinnen und Schweizer in der Zeit von 1992 bis 2012 von 30,4 Prozent auf 41,2 Prozent gestiegen und ist damit so hoch wie nie zuvor. Als zentrale Einflussfaktoren für diese Entwicklung werden vor allem zu wenig Bewegung sowie zu energiereiche Ernährung ausgemacht («Gesundheit – Übergewicht», 2012). Weil Übergewicht Krankheiten verursachen oder bestehende Leiden verstärken kann, hat das großen Einfluss auf die objektive und subjektive Lebensqualität. So erhöht sich bei starkem Übergewicht beispielsweise das Risiko von Stoffwechselerkrankungen wie Diabetes Typ 2 oder Herz-Kreislauf-Störungen. Ein schlechter Gesundheitszustand hat aber nicht nur auf individueller Ebene negative Folgen, sondern kann auch volkswirtschaftliche Folgen haben («Gesundheit – Übergewicht», 2012). Beispielsweise haben sich die Krankheitskosten von Übergewicht und Adipositas von 2002 bis 2012 verdreifacht («Kosten von Übergewicht und Adipositas», 2012).1 Vor diesem Hintergrund sind Gesundheitskampagnen ein wichtiges strategisches Mittel, um den negativen Folgen von Übergewicht und Adipositas vorzubeugen sowie bestehendes gesundheitsschädliches Verhalten zu ändern (Bonfadelli & Friemel, 2010). Im Rahmen solcher Maßnahmen wird häufig mit sogenannten Furchtappellen gearbeitet (Ruiter, Kessels, Peters, & Kok 2014). Furchtapelle werden üblicherweise definiert als persuasive Botschaften, die Informationen über eine Bedrohung beinhalten sowie (implizite oder explizite) Empfehlungen, wie diese Bedrohung ver-

Using efficacy cues in persuasive health communication is more effective than employing threats - An experimental study of a vaccination intervention against Ebola

OBJECTIVESnAlthough much effort has been made to study fear appeals in persuasive health communication, there is still mixed support for the effectiveness of this approach. Therefore, this research investigated the effect of invoked fear via health communication messages on crucial components of the Extended Parallel Process Model (EPPM) by focusing on the rarely examined interaction between perceptions of threat and efficacy and their effects on fear control and danger control processes as well as health-relevant outcomes.nnnDESIGNnWe recruited 447 participants (Mage xa0=xa032.00xa0years; 64% female) for a 2xa0×xa02 between-subjects experimental study via quota sampling. While completing an online questionnaire, subjects were randomly assigned to view one of four versions of a mock website containing information about vaccinations against Ebola virus disease (EVD), which varied in threat and efficacy.nnnMETHODSnAfter seeing the stimulus, participants completed assessments of their perceptions of threat and efficacy, evoked fear, adaptive and defensive responses to the presented message, attitudes, and intentions. Structure equationxa0modelling (SEM) was used to analyse the relationships within the model (EPPM).nnnRESULTSnPromoting efficacy with respect to EVD was more effective than emphasizing threat, resulting in danger control rather than fear control processes. Although threat may be effective in attracting peoples attention, there is a comparatively small effect of evoked fear on attitudes and intentions.nnnCONCLUSIONSnThe data support the assumption that there is an important association between threat and coping appraisals facilitating behaviour change. Moreover, the widely held notion that people have to be scared or threatened to encourage attitude and behaviour changes should be treated with caution. Communication should instead focus on efficacy to foster adaptive responses. Statement of contribution What is already known on this subject? There is mixed support for the effectiveness of fear appeals in persuasive health communication, especially regarding the interaction of threat perceptions and coping appraisals for fear and danger control processes. The Extended Parallel Process Model - being a current and often applied model to investigate the effects of fear appeals - suggests a multiplicative relationship between threat perceptions and coping perceptions Most studies applying conventional analysis strategies (e.g., [M] ANOVAs) indicate that perceptions and appraisals of threat and efficacy are not directly related to each other. What does this study add? It demonstrates the parallelism and interaction between threat appraisal and coping appraisal processes and demonstrates the usefulness of SEM in testing associations within the EPPM. It confirms the assumption of an important multiplicative association between threat and coping appraisals within the EPPM, while related cognitive processes still seem to operate independently. Adaptive responses to persuasive messages are mainly triggered using efficacy cues, not threat, which could also be triggered by promoting positive emotional experiences (e.g., gain-framing or entertainment education).

The Voice of the Fans

Castingshows sind ein beliebtes Vermarktungsinstrument. Einerseits sind sie fur TV-Sender ein Garant fur hohe Einschaltquoten und damit entsprechende Marktanteile bzw. Werbeeinnahmen. Andererseits nutzen Musikkonzerne das Format zu Promotionszwecken fur Kunstler und zur Absatzforderung der produzierten Titel (Schramm & Ruth, 2014; von Zitzewitz, 2007).

Nicht standardisierte Methoden der Werbeforschung

Wahrend die quantitativ ausgerichtete Marktforschung seit den 1940er-Jahren von professionellen Marktforschungsunternehmen standardisiert worden ist, hat in den Agenturen das sogenannte Account Planning gezielt auf nicht standardisierte Verfahren gesetzt, um kreative Arbeitsprozesse in den Agenturen anzustosen und mit Daten zu untermauern. Auch in der akademischen Forschung spielen nicht standardisierte Verfahren eine wichtige Rolle. In der Kommunikatorforschung sind sie geeignete Methoden, um kreative Prozesse zu beschreiben. In der Inhaltsforschung eroffnen sie Moglichkeiten der Analyse latenter Bedeutungsebenen. In der Rezeptions- und Wirkungsforschung helfen sie, die Relevanz von Marken und Konsum nah am Konsumenten im Alltag zu untersuchen.