Health Communication Research 2023 KCI Impact Factor : 0.75
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pISSN : 2093-2707 / eISSN : 2671-5856
- https://journal.kci.go.kr/hcr
KJCKorea
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How Consumers Process Unhealthy Food Advertising Featuring Risk-avoidance Appeals: Moderating Roles of Dieting Status and Gender on the Prediction Model of Selfand Functional Congruity
- Health Communication Research
- 2016, (14), pp.63-98
- DOI : 10.24172/hcr.2016..14.63
- Publisher : Korea Health Communication Association
- Research Area : Social Science > Journalism and Broadcasting > Communication
1University of Houston
Candidate
ABSTRACT
This study examined how the effects of risk-avoidance appeals in unhealthy food advertising are differently predicted by consumers’ self- and functional congruity. In addition, this research explored whether the predictive effects are moderated by consumers’ current dieting status and physiological gender. An experimental study found that functional-congruity had stronger predictive effects on ad evaluations than self-congruity. Moreover, the risk-avoidance appeals in unhealthy food advertising are more cognitively processed by dieting consumers, as well as among female consumers. These results provide several theoretical and practical implications for public health policy officials.
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