Page 237 - The Handbook of Persuasion and Social Marketing

Gain-framed and loss- framed appeals are not significantly different for skin cancer prevention behaviors Effects are larger for brand attitudes (r = .19) and intentions (r = .19) Based on 5 studies, powerful language also increases perceived persuasiveness (r = .23) Average effect is nonsignificant Identifying in

(−0.06 – 0.02) (−0.42 – 0.44) 0.06

r = −.02 r = .01 r = .21 r = .05 r = .25 r = .03

33 4 14 18 14 70

4,168 1,299 1,950 1,920 10,580

Gain vs. loss framing on skin cancer prevention behaviors Humor and behavior Powerful vs. powerless language and credibility Rhetorical questions and attitude change Testimonial assertion evidence and attitude change T wo-sided messages and persuasion

O’Keefe & Wu, International Journal of Environmental Research and Public Health, Eisend, Journal of the Academy of Marketing Science, 2009 Burrell & Koper, in Persuasion: Advances Through Meta-Analysis, 1998 Gayle, Preiss, & Allen, in Persuasion: Advances Through Meta-Analysis, 1998 Reinard, in Persuasion: Advances Th

2012

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