The value of sponsor fit and sincerity when promoting health messages at sport and art events

2019 ◽  
Author(s):  
M Rosenberg ◽  
L Lester ◽  
C Maitland ◽  
R Teal
Keyword(s):  
Path Analysis ◽  
Behavioral Intention ◽  
Product Category ◽  
Health Messages ◽  
Healthy Lifestyles ◽  
Perceived Fit ◽  
Health Message ◽  
Government Organizations

Abstract Commercial companies invest in sport and arts sponsorship to align their brand with highly engaged spectators. Competing for spectator attention are government and non-government organizations promoting healthy lifestyles. This study investigated spectator engagement on the effectiveness of health messages promoted at sponsored events. Surveys from 2165 adults attending 28 sponsored events collected data on event engagement, health message awareness, behavioral intention, and perceptions of sponsor fit and sincerity. Spectators who were more highly engaged in the event showed significantly greater levels of awareness and acceptance of the health message (all P < 0.01). Path analysis showed that product and event interest were significantly related to both fit and sincerity, and perceived sponsorship fit was significantly associated with greater behavioral intention (all P < 0.01). Product, category and event interest, fit and sincerity were significantly greater for positive advocacy messages than neutral or negative advocacy messages (all P < 0.05). Health message sponsorship is assisted by spectator engagement and perceived fit of sponsored health messages. There exists greater potential to actively leverage spectator engagement to build or reinforce the perceived fit and sincerity of health messages to strengthen existing awareness and behavioral intention.

scholarly journals Worksite Wellness

2012 ◽  
Vol 10 (1) ◽  
pp. 13-27
Author(s):  
Larry W. Anenson, Jr. ◽  
Ardith Brunt ◽  
Donna Terbizan ◽  
Bryan Christensen
Keyword(s):  
Blood Pressure ◽  
At Risk ◽  
Health Messages ◽  
World Health ◽  
Control Group ◽  
Health Message ◽  
Quasi Experimental ◽  
Mail Address ◽  
To Receive ◽  
E Mail

The purpose of this 38-week, quasi-experimental study was to determine the effectiveness of one weekly e-mail health (e-health) message that utilized the World Health Organization’s seven dimensions of wellness. Employees from a large Midwestern city were recruited and divided into two groups based on their desire to receive additional health information. The participants in each group were then randomly assigned to receive basic or detailed e-health messages. The basic e-health message consisted of an e-mail with health tips for the specific topic; whereas the detailed message included the basic message plus links to games, surveys, and websites to supplement the basic message. Those lacking an e-mail address comprised the control group, and did not receive any e-health messages. A total of 46 employees completed both assessments and comprised the analytic sample. Systolic blood pressure significantly decreased in unmotivated participants receiving the detailed messages (-2.1 mmHg, p=0.04). Across all groups, at-risk participants (blood pressure ? 140/90 mm/Hg or body mass index ? 25 kg/m2) showed greatest improvement with significant drops in both systolic and diastolic blood pressure. Detailed ehealth messages may be an effective approach to assist employees who are at-risk for chronic disease.

Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers

1997 ◽  
Vol 5 (1) ◽  
pp. 77-92 ◽  
Author(s):  
Jin K. Han ◽  
Bernd H. Schmitt
Keyword(s):  
Hong Kong ◽  
East Asian ◽  
Product Category ◽  
The United States ◽  
Corporate Identity ◽  
Company Size ◽  
Perceived Fit ◽  
Related Factors ◽  
The Core ◽  
Asian Consumers

Should the focus of a brand-extension strategy be on product-category related factors (e.g., the fit between the extension and the core product) or should consumers’ attention be drawn to characteristics of the company providing the extension (e.g., company size)? Examining this issue experimentally in Hong Kong and in the United States with samples of students and working professionals, we find that for U.S. consumers, perceived fit is much more important than company size; for Hong Kong consumers, company size does not matter for high fit extensions, but does matter for low fit extensions. We suggest the value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers. East Asian consumers rely on companies as interdependent, collective societal entities to reduce the risk of a low fit extension, whereas U.S. consumers— as individualists— place higher importance on their own judgment regarding the product fit rather than cues such as company size.

scholarly journals Genetic health messages in the mass media: Do the general public perceive non-personalized genetic health message as personally relevant?

2010 ◽  
Vol 15 (4) ◽  
pp. 941-956
Author(s):  
Chris M. R. Smerecnik ◽  
Ilse Mesters ◽  
Math J. J. M. Candel ◽  
Hein Vries ◽  
Nanne K. Vries
Keyword(s):  
Mass Media ◽  
General Public ◽  
Health Messages ◽  
Health Message ◽  
The Mass Media

scholarly journals Reception of health messages: effects of stigmatization and forcefulness

2020 ◽  
Author(s):  
R Schnepper ◽  
J Blechert ◽  
F M Stok
Keyword(s):  
Food Choice ◽  
Healthy Lifestyle ◽  
Food Choices ◽  
Healthy Food ◽  
Health Messages ◽  
Health Message ◽  
Student Sample ◽  
Limited Effectiveness ◽  
Unhealthy Diet ◽  
Positive Effect

Abstract Background Diet-related health messages often use scare tactics and negative imagery. However, they show limited effectiveness. Improving these messages is important to prevent further increases of obesity rates and consequential sicknesses. When designing a health message, image choice and wording are central. Controversy revolves around the use of stigmatizing images. Body weight influences the effect of stigma on the participants, and detrimental effects are observable in individuals with overweight. Wording has to be concrete but not too forceful. Methods In this study, female subjects (N = 162) saw a stigmatizing versus non-stigmatizing health message with forceful versus non-forceful wording (2 × 2-design). Effects on a virtual food choice task (healthy versus unhealthy), diet intentions and concerns to be stigmatized were assessed. Results In the non-stigmatizing and non-forceful condition, participants made the highest number of healthy food choices. In the two stigma conditions, higher body mass index correlated with higher concern to be stigmatized, highlighting the adverse effect a health message can have. Conclusions In a female student sample, a non-stigmatizing and non-forceful text had the most positive effect on healthy food choices without evoking concerns to be stigmatized. This should be considered when promoting a healthy lifestyle.

scholarly journals ANALISIS PENGARUH KUALITAS MAKANAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA BEHAVIORAL INTENTION RESTORAN TOP YAMMIE

2020 ◽  
Vol 8 (2) ◽  
pp. 18-48
Author(s):  
Priska Liliani
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Path Analysis ◽  
Food Quality ◽  
Behavioral Intention ◽  
Quantitative Research ◽  
Total Sample ◽  
Quality Service ◽  
Analysis Method ◽  
Effect Of Food

The purpose of this research is to analyze the effect of food quality, service quality on customer satisfaction and its impact on Top Yammie's restaurant behavioral intention. The analytical method used by the authors in conducting this research is to use quantitative research with a total sample of 100 people who are respondents who are people who eat at Top Yammie restaurants. In carrying out the data collection is done by distributing questionnaires in which there are several items of statement. in this study the variables are divided into several parts including food quality (X1), service quality (X2) to customer satisfaction (Y), and behavioral intention (Z). To measure the amount of influence on these variables, the authors use the path analysis method (path analysis). From the results of the analysis it was found that there was a significant influence both partially and simultaneously on food quality variables, service quality on customer satisfaction and its impact on Top Yammie's restaurant behavioral intentions

scholarly journals The Influence of Perceived Trust on the Relationship Between Image Interactive Technology and Behavioral Intention Associated with Online Purchase of Goods in Malang City

2021 ◽  
pp. 213-220
Author(s):  
Syarif Hidayatullah ◽  
Harianto Respati ◽  
Ahmad Farhan ◽  
Ike Kusdyah Rachmawati ◽  
Eko Aristanto
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Hypothesis Testing ◽  
Behavioral Intention ◽  
Online Shopping ◽  
Interactive Technology ◽  
Perceived Trust ◽  
Online Sales ◽  
Online Purchase ◽  
The Relationship

The high potential for growth in the digital economy through e-commerce has penetrated various aspects of business life. This research focused on image interactive technology because using animation and image design through social media can provide an attractive nuance to the viewer and generate more trust. The sale of goods online requires an active and attractive nuance of content so that customers are happy and choose online sales media as a convenient online shopping medium. This research was conducted in Malang City, East Java, with a sample of 190 respondents, all of whom have transacted online or bought their necessities online. The data were analysed through path analysis and hypothesis testing. The results demonstrate that image interactive technology influences perceived trust and behavioral intention, either directly or indirectly. Keywords: (IIT) Image Interactive Technology, behavioral intention, perceived trust, online

scholarly journals NILAI PENGALAMAN PADA HALAL FESYEN DAN KEPUASAN PENGALAMAN TERHADAP NIAT BERPERILAKU

2021 ◽  
Vol 8 (3) ◽  
pp. 374
Author(s):  
Novi Sekar Sari ◽  
Ririn Tri Ratnasari
Keyword(s):  
Path Analysis ◽  
Behavioral Intention ◽  
Quantitative Methods ◽  
New Products ◽  
Fashion Industry ◽  
Great Opportunity ◽  
Future Behavior ◽  
Consumer Experiences ◽  
Experiential Value ◽  
The Way

ABSTRAKIndonesia memiliki peluang besar menjadi barometer halal fesyen dunia. Cara yang harus dilakukan supaya bertahan di industri halal fesyen dengan mempunyai kreativitas dan menghasilkan produk baru yang inovatif.  Nilai pengalaman merupakan faktor penting yang memengaruhi keberhasilan, inovasi dan daya saing. Nilai pengalaman dianggap memiliki pengaruh terhadap kepuasan pengalaman dan niat berperilaku. Penelitian ini bertujuan untuk mengidentifikasi dan mengkaji pengaruh nilai pengalaman pada halal fesyen, kepuasan pengalaman dan niat berperilaku dengan objek penelitian Laksmi Muslimah. Penelitian ini menggunakan metode kuantitatif dengan menggunakan path analysis. Penelitian ini memiliki hasil bahwa nilai pengalaman pada halal fesyen berpengaruh terhadap kepuasan pengalaman, kepuasan pengalaman berpengaruh terhadap niat berperilaku, nilai pengalaman pada halal fesyen berpengaruh terhadap niat berperilaku. Penelitian ini memiliki implikasi pada ilmu pemasaran Islam, yaitu pemahaman tentang pengalaman konsumen yang kemudian akan memberikan dampak pada perilaku masa depan seperti merekomendasikan produk/layanan kepada orang lain.Kata Kunci: nilai pengalaman, halal fesyen, kepuasan pengalaman, niat berperilaku. ABSTRACTIndonesia has a great opportunity to become a barometer of the world's halal fashion. The way that must be done to survive in the halal fashion industry is by having creativity and producing innovative new products. Experiential value is an important factor affecting success, innovation and competitiveness. Experiential value is considered to have an influence on experiential satisfaction and behavioral intention. This study aims to identify and examine the effect between the experiential value on halal fashion, experiential  satisfaction and behavioral intention with the object of research of Laksmi Muslimah. This study uses quantitative methods using path analysis. This study has the results that the experiential value on halal fashion has an effect on experiential satisfaction, experiential satisfaction has an effect on behavioral intention, the experiential value on halal fashion has an effect on behavioral intention. This research has implications for Islamic marketing science, namely an understanding of consumer experiences which will then have an impact on future behavior such as products/services to others.Keywords: experiential value, halal fashion, experiential satisfaction, behavioral intention.

Occupation and the Risk Message Recipient

2017 ◽  
Author(s):  
Clare Hocking
Keyword(s):  
Sense Of Self ◽  
Risky Behaviors ◽  
Health Messages ◽  
Science Literature ◽  
Cultural Meanings ◽  
Health Message ◽  
Occupational Science ◽  
Institutional Practices ◽  
Media Messages ◽  
Occupational Patterns

Responding to health messages about environmental risks and risky behaviors requires adjustments to what individuals do: how they organize and perform occupations, and their understanding of what occupations mean—for themselves and others. Encouraging people to make a change means influencing what they want to do, the possibilities open to them, and societal support and demand for healthful ways of life. Bringing an occupational perspective to the design of risk messages will generate new insights into the complexities of everyday occupations, revealing the dynamic territory into which health messages are targeted. Occupation, or everyday doing, is described as the means by which people experience their very nature, become what they have the potential to be, and sustain a sense of belonging in family, community and society. To influence what people do, designers of health messages are encouraged to consider what engages people in occupations and keeps them engaged; the identity and cultural meanings expressed through occupation; the exhilaration of challenge and risk; the satisfactions of competence and flow experiences that keep people engaged in what they are doing; whether or not people are fit and prepared for the occupations they embark on and what happens when they are not; and the pull of habits and routines, which hold existing patterns of occupation in place. Equally, health message designers need to engage with the occupational science literature, which recognizes how people are shaped toward particular occupations and occupational identities by social policy, institutional practices, and media messages. That means questioning the rhetoric that occupations are freely chosen, rather than shaped and patterned by the historical, sociocultural, political, and geographic context. Simultaneously, health message designers need to recognize that individuals incorporate specific occupations and occupational patterns into their lifestyle and sense of self, believing they have a measure of control over what they do while rationalizing failure to make health-supporting changes.

scholarly journals Public Health Messages Associated with the Low Exposure Category of the UV Index Need Reconsideration

Proceedings ◽  
2018 ◽  
Vol 6 (1) ◽  
pp. 6 ◽  
Author(s):  
Maria Lehmann ◽  
Annette B. Pfahlberg ◽  
Henner Sandmann ◽  
Wolfgang Uter ◽  
Olaf Gefeller
Keyword(s):  
Public Health ◽  
Uv Radiation ◽  
Sun Exposure ◽  
Health Messages ◽  
World Health ◽  
Skin Damage ◽  
Health Message ◽  
Exposure Category ◽  
Published Evidence ◽  
Public Health Messages

Overexposure to ultraviolet (UV) radiation is the main modifiable risk factor for skin cancer. The Global Solar Ultraviolet Index (UVI) was introduced as a tool to visualize the intensity of UV radiation on a certain day which should enable and encourage people to take appropriate protective measures. The exposure category ‘low’ of the UVI, including values from 0 to 2, was linked to the health message ‘No protection required’ by the World Health Organization and collaborating centres. However, published evidence corroborating this advice is scarce. Therefore, we analysed ambient erythemal irradiance data of 14,431 daily UVI time series of low UVI days. Data were gathered at nine stations of the German solar UV monitoring networkcovering all major climate areas in Germanyin the years 2007–2016. We compared ambient erythemal doses calculated for various time intervals with average minimal erythemal doses (MEDs) of the Caucasian Fitzpatrick skin phototypes I-IV to assess the potential for skin damage arising from sun exposure on days with low UVI values. The most common months for the occurrence of days with low UVI values in our dataset were January and December, February and November, and March and October for UVI 0, 1 and 2, respectively. Our results indicate that on days with a UVI value of 0, risk of deterministic radiation injury (solar erythema) is negligible. Conversely, the above-mentioned health message appears misleading when melano-compromised individuals spend several hours outdoors on days with a UVI value of 2, as median doses exceed the MEDs of Fitzpatrick skin types I and II after an exposure duration of only 2 h around solar noon. Under very rare specific circumstances, MEDs of those two most sensitive skin types can also be exceeded even on days with UVI 1. Hence, two aspects of current public health messages may need reconsideration: on the one hand, the health message related to an ‘innocuous level’ of the UVI and, on the other hand, a possible adaption of UVI-related health messages to different skin types.

scholarly journals Reactance to Social Authority in a Sugar Reduction Informational Video: Web-Based Randomized Controlled Trial of 4013 Participants (Preprint)

2021 ◽  
Author(s):  
Violetta Hachaturyan ◽  
Maya Adam ◽  
Caterina Favaretti ◽  
Merlin Greuel ◽  
Jennifer Gates ◽  
...  
Keyword(s):  
Randomized Controlled Trial ◽  
Family Physician ◽  
Controlled Trial ◽  
Health Messages ◽  
Message Content ◽  
Health Message ◽  
Web Based ◽  
Randomized Controlled ◽  
Social Authority ◽  
Sugar Reduction

BACKGROUND Short and animated story-based (SAS) videos can be an effective strategy for promoting health messages. However, health promotion strategies often motivate the rejection of health messages, a phenomenon known as reactance. In this study, we examine whether the child narrator of a SAS video (perceived as nonthreatening, with low social authority) minimizes reactance to a health message about the consumption of added sugars. OBJECTIVE This study aims to determine whether our SAS intervention video attenuates reactance to the sugar message when compared with a content placebo video (a health message about sunscreen) and a placebo video (a nonhealth message about earthquakes) and determine if the child narrator is more effective at reducing reactance to the sugar message when compared with the mother narrator (equivalent social authority to target audience) or family physician narrator (high social authority) of the same SAS video. METHODS This is a web-based randomized controlled trial comparing an intervention video about sugar reduction narrated by a child, the child’s mother, or the family physician with a content placebo video about sunscreen use and a placebo video about earthquakes. The primary end points are differences in the antecedents to reactance (proneness to reactance, threat level of the message), its components (anger and negative cognition), and outcomes (source appraisal and attitude). We performed analysis of variance on data collected (N=4013) from participants aged 18 to 59 years who speak English and reside in the United Kingdom. RESULTS Between December 9 and December 11, 2020, we recruited 38.62% (1550/4013) men, 60.85% (2442/4013) women, and 0.52% (21/4013) others for our study. We found a strong causal relationship between the persuasiveness of the content promoted by the videos and the components of reactance. Compared with the placebo (mean 1.56, SD 0.63) and content placebo (mean 1.76, SD 0.69) videos, the intervention videos (mean 1.99, SD 0.83) aroused higher levels of reactance to the message content (<i>P</i>&lt;.001). We found no evidence that the child narrator (mean 1.99, SD 0.87) attenuated reactance to the sugar reduction message when compared with the physician (mean 1.95, SD 0.79; <i>P</i>=.77) and mother (mean 2.03, SD 0.83; <i>P</i>=.93). In addition, the physician was perceived as more qualified, reliable, and having more expertise than the child (<i>P&lt;</i>.001) and mother (<i>P&lt;</i>.001) narrators. CONCLUSIONS Although children may be perceived as nonthreatening messengers, we found no evidence that a child narrator attenuated reactance to a SAS video about sugar consumption when compared with a physician. Furthermore, our intervention videos, with well-intended goals toward audience health awareness, aroused higher levels of reactance when compared with the placebo videos. Our results highlight the challenges in developing effective interventions to promote persuasive health messages. CLINICALTRIAL German Clinical Trials Registry DRKS00022340; https://tinyurl.com/mr8dfena INTERNATIONAL REGISTERED REPORT RR2-10.2196/25343

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