Effectiveness of persuasive frames in advocacy videos

被引：10
作者：
Pressgrove, Geah [1 ]
McKeever, Robert [2 ]
Collins, Erik [2 ]
机构：
[1] West Virginia Univ, Reed Coll Media, Martin Hall 315, Morgantown, WV 26501 USA
[2] Univ South Carolina, Coll Mass Commun & Informat Studies, Columbia, SC 29208 USA
来源：
PUBLIC RELATIONS REVIEW | 2021年 / 47卷 / 04期
关键词：
Nonprofit; Video; Fear; Humor; Behavioral willingness; ORGANIZATION-PUBLIC RELATIONSHIP; PLANNED BEHAVIOR; REASONED ACTION; FEAR APPEALS; SOCIAL MEDIA; HUMOR; COMMUNICATION; SELF; WILLINGNESS; INTENTIONS;
D O I：
10.1016/j.pubrev.2021.102060
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Using a three-condition, between-subjects experimental design (N = 152), this study investigates the persuasive effects of fear and humor in nonprofit advocacy-style videos. Findings indicate both fear and humor positively affect a behavioral willingness to change behaviors. Mediation analysis of the antecedent variables in the theory of planned behavior model also revealed significant indirect effects of each form of appeal through attitudes. Findings advance current conceptual and practical understanding of the persuasive power of nonprofit advocacy-style videos.
引用
收藏
页数：9
相关论文
共 113 条
[1]  
Adnan A, 2017, YOUNG CONSUM, V18, P348, DOI 10.1108/YC-05-2017-00699
[2]   Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior [J].
Ajzen, I .
JOURNAL OF APPLIED SOCIAL PSYCHOLOGY, 2002, 32 (04) :665-683
[3]   THE THEORY OF PLANNED BEHAVIOR [J].
AJZEN, I .
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 1991, 50 (02) :179-211
[4]  
Ajzen I., 2005, EBOOK: Attitudes, Personality and Behaviour
[5]  
Ajzen I., 1980, UNDERSTANDING ATTITU, DOI DOI 10.1007/978-3-642-69746-3_2
[6]   Efficacy of the theory of planned behaviour: A meta-analytic review [J].
Armitage, CJ ;
Conner, M .
BRITISH JOURNAL OF SOCIAL PSYCHOLOGY, 2001, 40 :471-499
[7]   HPV vaccination campaign fear visuals: An eye-tracking study exploring effects of visual attention and type on message informative value, recall, and behavioral intentions [J].
Avery, Elizabeth Johnson ;
Park, Sejin .
PUBLIC RELATIONS REVIEW, 2018, 44 (03) :321-330
[8]   THE SELF-REGULATION OF ATTITUDES, INTENTIONS, AND BEHAVIOR [J].
BAGOZZI, RP .
SOCIAL PSYCHOLOGY QUARTERLY, 1992, 55 (02) :178-204
[9]  
Barenberg O., 2019, GENERATION Z IS NOT GENERATION Z IS NOT
[10]  
Baron J., 2019, KEY GET GEN Z IS VID KEY GET GEN Z IS VID
12345678910