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Open AccessArticle

The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile

Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago 8330015, Chile
Int. J. Environ. Res. Public Health 2020, 17(23), 9148; https://doi.org/10.3390/ijerph17239148
Received: 3 November 2020 / Revised: 27 November 2020 / Accepted: 4 December 2020 / Published: 7 December 2020
No studies have addressed the way the effectiveness of fear and hope advertisements differs across differently characterized individuals. The present study aims to find out in which situations related to different individual characteristics do fear and hope advertisements work as tools in generating healthy eating intention and physical activity intention. This study conducted an experiment using 283 adults from Chile. The results suggest that fear versus hope appeals in health advertisements have a more positive influence on healthy eating intention. The results suggest that the effect of fear advertisements on healthy eating intention is positively moderated by the frequency of fast food consumption and is negatively moderated by self-efficacy. The results suggest that fear versus hope appeals in health advertisements have no main effect on physical activity intention. However, the results suggest that the effect of fear advertisements on physical activity intention is positively moderated by perceived body weight and past healthy eating behavior and is negatively moderated by subjective norms. The results indicate that when making health advertising, homogenous messages are not persuasive for heterogeneous audiences. The present study results suggest that fear and hope advertisements should be delivered considering the individual characteristics identified in the present study. View Full-Text
Keywords: healthy eating intention; physical activity intention; emotions; aversive state; reinforcement; social support; self-concept healthy eating intention; physical activity intention; emotions; aversive state; reinforcement; social support; self-concept
MDPI and ACS Style

Farías, P. The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile. Int. J. Environ. Res. Public Health 2020, 17, 9148. https://doi.org/10.3390/ijerph17239148

AMA Style

Farías P. The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile. International Journal of Environmental Research and Public Health. 2020; 17(23):9148. https://doi.org/10.3390/ijerph17239148

Chicago/Turabian Style

Farías, Pablo. 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile" Int. J. Environ. Res. Public Health 17, no. 23: 9148. https://doi.org/10.3390/ijerph17239148

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Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

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