Anti-smoking TV ads using anger more persuasive to viewers
Researchers have said anti-smoking television advertisements that appeal to viewers' emotions are more persuasive when they use anger rather than sadness.
In the new study, researchers from Dartmouth College's Geisel School of Medicine and Cornell University examined how viewers process those negative emotions.
They produced anti-smoking TV ads in which an actor delivered anti-smoking messages to 115 college students with either anger or sadness by using different vocal tones and facial expressions.
To measure the role of emotions in the ads, the researchers manipulated the actor's expressed emotions while keeping the story the same.
Results showed the anger-framed ad was more effective because it increased the perceived dominance of the speaker, which increased anti-smoking attitudes and predicted strong intentions not to smoke.
The study has been published in the Journal of Health Communication.
(Posted on 30-04-2014)
Information on States of India:
Andaman Nicobar | Andhra Pradesh | Assam | Bihar | Chandigarh | Chhattisgarh | Dadar Nagar Haveli | Daman Diu | Delhi | Goa | Gujarat | Haryana | Himachal Pradesh | Jammu Kashmir | Jharkhand | Karnataka | Kerala | Lakshadweep | Madhya Pradesh | Maharashtra | Manipur | Meghalaya | Mizoram | Nagaland | Orissa | Pondicherry | Punjab | Rajasthan | Sikkim | Tamil Nadu | Tripura | Uttar Pradesh | Uttaranchal | West Bengal
INDIA REGIONAL MAPS:
Andhra Pradesh Travel Map | Bihar Travel Map | Goa Travel Map | Gujarat Travel Map | Haryana Travel Map | Himachal Pradesh Map | Karnataka Travel Map | Kerala Travel Map | Maharashtra Travel Map | Punjab Travel Map | Rajasthan Travel Map | Sikkim Travel Map | Tamil Nadu Travel Map | Uttar Pradesh Travel Map | West Bengal Travel Map |
MORE MAPS OF INDIA:
INDIA CITY MAPS:
KERALA TRAVEL MAPS: