Functional effectiveness of threat appeals in exercise promotion messages

摘要: As more than 70% of individuals in Western societies can be categorized as sedentary and inactivity has been recognized to lead a series serious physical psychological disorders, the importance activity promotion is ever emphasized. Many social marketing campaigns use threat (or fear) appeals promote healthy behaviors. Theoretical models, such Extended Parallel Process Model integrate concepts ‘perceived threat’ efficacy’ explain how messages operate cause diverse behavioral reactions. It however still not entirely clear these different aspects are valuated combined determine desired versus undesired response behaviors individuals. In functional integration task, threat-appeal based exercise varying efficacy content were shown employees order assess they affect their intention engage exercise. Our results show that 4 clusters depending on way valuate appeals: i.e. sensitive both types cues, those either or component message insensitive one them. segments receivers react differently combinations, it concluded approaches designing effective mass media may required for promotion.