Approximately one-half of American adults exhibit low health literacy and thus struggle to find use information. Low is associated with negative outcomes including overall poorer health. Health information technology (HIT) makes available directly patients through electronic tools patient portals, wearable technology, mobile apps. The direct availability this patients, however, may be complicated by misunderstanding HIT privacy sharing.The purpose study was determine whether patients' four...

Purpose Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how why use social engage with celebrities, identify potential antecedents outcomes, which may result from these online connections. Design/methodology/approach Both qualitative (two focus groups) quantitative (survey) methods were used explore consumer engagement on media. A structural model survey data was developed analyzed. Findings Textual analysis of groups...

Purpose Social media enables consumers to regularly express themselves in a variety of ways. Selfie-postings are the new tool for self-presentation, particularly among millennials. The purpose this paper is identify motivations associated with selfie-postings female Design/methodology/approach exploratory study consisted 15 in-depth interviews women who were 19-30 years age. analysis data was facilitated by an iterative constant comparison method between data, emerging concepts and extant...

This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, consideration of ethics in gender research published top-tier marketing journals past 30 years. Theoretical contributions (1) explain commitments to values practices constitute personae particular toward research, (2) attribute value quantitative/positivist as well qualitative/neohumanist (3) implicate that...

The use of cause-related marketing (CRM), which occurs when company donations are tied to consumer transactions, has increased significantly in recent years. Traditionally, marketers seeking advertise charitable support have used guilt appeals. More recently, however, positive appeals such as pride emerged viable alternatives. This research explores the effectiveness and CRM advertising through an application regulatory focus theory. Across three studies, it is demonstrated that effective...

This work examines the interplay between temporal frame and one's accessible self-view on consumer response to health communication. We find an independent is more persuasive with a distal (versus proximal frame), interdependent frame). Message valence (gain versus loss) moderates self-view. In addition, message concreteness persuasiveness are revealed as mediators Interestingly, mediating process varies depending These findings offer guidance for communication marketers' use of frames

In 2004, Dove created the “Campaign for Real Beauty,” featuring everyday women, to generate a dialogue about predominantly thin models portrayed in media ([Unilever, 2018][1]). Fourteen years later, discussion of idealized imagery women is still hot topic among both

This work examines the interplay of emotional appeal (guilt versus shame) and regulatory focus message (promotion prevention) on consumer response to a social marketing campaign. Specifically, we suggest that match between results in more favorable form behavioral intention. also acceptance self-efficacy as mediators moderated effects message. Results both mediate interaction effects. Findings offer implications advertisers marketers.

Advertisers have long been interested in the persuasiveness of cause-related marketing (CRM) campaigns, and authors extend this stream research using two separate experiments that considers effectiveness company's product versus cash donations. Findings from Study 1 indicate consumers perceive sponsoring companies CRM campaigns less favorably when these make rather than donations to their nonprofit partners, level consumer participation effort required does not moderate effect. However, 2...

This work examines guilt and shame appeals through the lens of construal level theory in health messaging. An experiment was conducted to examine interplay between emotional appeal temporal frame used convey risk. Results reveal that moderates such are more persuasive when paired with a proximal frame, distal frame. Processing fluency mediates these effects. Implications for communication practitioners social marketers offered.

Calls for progress in health literacy argue that efforts across society are promising increasing capacities at a broader level. However, it is unknown how the general public perceives people who struggle with information. While may be ideal to establish interventions beyond individual, stigma held by others could limit this work. This study explores whether one's personal skills associated enacted toward literacy. Adults (N = 5,151) responded survey consisting of assessments and vignette...

Academic centers play a vital role in advancing knowledge, driving innovation, and fostering collaboration. The University of Texas at Austin Center for Health Communication was established 2014 with the mission to improve public health through evidence-based communication research practice. In this article, we reflect on center history, explain our practice-oriented funding structure, showcase examples campaigns informed by theory data, as well professional-oriented educational programs. We...

ABSTRACT Marketers frequently use advertisements featuring thin models to promote the goal of self‐improvement consumers. However, many these appeals lead detrimental effects on self‐perceptions females who view them. This paper integrates components goal‐striving theory and social comparison explain consumer response investigates how attainability may mitigate negative ads. Additionally, this work a promotion‐focus orientation moderates process provides evidence mediating shame. Finally,...

The rise of the body acceptance movement among consumers has led several brands and media outlets to feature models with diverse shapes sizes. However, little research examined consumer reactions these nontraditional models. This exploratory study addresses this gap by examining response three different instances in which a plus‐size model was featured popular press magazine. Discourse analysis consumer‐generated online comments. Three broad themes were identified that included positive...

Prior research in games finds that suspense positively influences game enjoyment and consists of hope, fear, uncertainty. Nonetheless, this prior work does not specify the mechanisms increase suspense, nor it fully identify suspense-related emotions felt at a game's conclusion. This conceptual fills gap literature by presenting model games. proposes rewards punishments influence hope respectively. Further, dynamic fluctuations probability winning/losing are proposed to amplify suspense. Four...

Good marketers see consumers as complete human beings with all the dimensions real people have.Jonah SachsSince its inception, advertising has spawned criticism because of questionable motivati...

Abstract Previous research in retailing contexts finds customers feel guilty after violating a social norm and that such customer‐induced guilt leads to increased repatronage intention, despite being negative emotion. However, prior has neither identified the mechanism through which this occurs nor how relationship type may influence process. Additionally, previous work not considered service providers should react when customer experiences guilt. This paper advances on by first proposing...

AbstractThis study examines the interplay between emotional appeals of guilt and pride with one's accessible self-construal (independent, relational interdependent, collective interdependent) in context mask wearing. Our findings demonstrate a compatibility effect an interpersonal appeal relational-interdependent show that are effective regardless but may be particularly when combined ad highlights collective-interdependent self-construal. Further, suggest evoking is it comes to behavioral...

There has been an increased usage of online cancer support groups as a resource for health-related information and social support. This work analyzes message blog posts from anonymous community to better understand issues related gender identity among female adolescent young adults. sheds further light into the nuances including motherhood reproductive issues, physical appearance, romantic relationships. Specifically, findings reveal that adults experience pertaining infertility, feeling...

Maternal and infant outcomes in the US rank among worst developed world. Too-little or too-much weight gain during pregnancy is linked to these poor failure initiate breastfeeding. Despite interventions, remain public health concerns. Two important elements improve efforts include greater attention audience's levels of literacy increased use effective visual communication. The purpose this research was investigate linking two related issues promotion efforts. A survey covered knowledge,...