The present article investigates the antecedent and consequence of hope arousal over the course of processing a fear appeal message by considering constructs and propositions of the extended parallel process model (Witte, 1992). In order to empirically test the mechanism through which hope is produced, this study employed an online experimental study concerning genital warts and HPV vaccination. In the experiment, participants first attended to threat information about HPV infection and genital warts, and then read efficacy information about the effectiveness of HPV vaccination. Results revealed that the impact of perceived efficacy on hope was greater when perceived threat level was higher. Furthermore, evoked hope predicted participants’ intention to adopt a self-protective behavior. The effect of perceived efficacy on intention was mediated by hope, and this mediation effect was greater when a level of perceived threat was higher. The results of this article demonstrate that the emotion of hope needs to be considered as an important affective construct explaining a potential mechanism underlying the persuasive process of fear appeals.
This study analyzed the factors affecting intention to seek help and compared mental health professionals’ perceived characteristics, awareness and intention to seek help. Online survey data were collected among 321 respondents and analyzed. Multiple regression analysis and Friedman test were performed by using the SPSS statistical analysis program. In the case of psychiatrists, perceived reliability, interactivity, previous counseling experience and awareness were shown to have statistically significant effects on intention to seek help. Mental health psychologists’ perceived reliability, interactivity had statistically significant effects on intention to seek help. Similarly, mental health social workers’ reliability, interactivity had statistically significant effects on intention to seek help. All mental health professionals’ perceived reliability and interactivity had the most significant effects on intention to seek help, however perceived expertise did not show any significant effects. Through these results, we would like to provide empirical advice for each mental health professional and the direction of public communication for mental health professionals.
Fast food restaurants are increasing the number of healthier menu items to counter the criticism of promoting energy dense and nutritionally poor fast foods. However, relatively fewer studies have specifically investigated whether the promotion of healthier menu items will be positively perceived and trusted by consumers as intended. Building on previous research, this study investigated the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices. Using a set of moderated regression analyses, the results found that consumers’ perceived benefit, taste, and advertisement trust tended to increase for healthier menu brands, and for more health-conscious consumers and those committed for the advertised brands. Theoretical and practical implications of the findings are discussed to promote healthy food marketing.