Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages
Abstract
Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical...
Paper Details
Title
Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages
Published Date
May 16, 2013
Journal
Volume
19
Issue
9
Pages
1132 - 1142
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