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The Effects of Emotion, Spokesperson Type, and Benefit Appeals on Persuasion in Health Advertisements: Evidence from Macao

Enhancing public awareness for epidemic prevention is crucial for safeguarding public health. This experimental study investigated the effectiveness of a combined approach involving three persuasive elements in public health advertising. Specifically, the study examined the interplay between emotion...

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Principais autores: Ling Jiang, Huihui Liu, Nan Jiang
Format: Artigo
Sprog:Inglês
Udgivet: MDPI AG 2023-11-01
Serier:Behavioral Sciences
Fag:
pandemics
health communications
persuasiveness
spokesperson
emotional appeal
benefit appeal
Online adgang:https://www.mdpi.com/2076-328X/13/11/917
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