Factors in the effectiveness of anticipatory guilt and shame appeals on health communications: The role of self-construal, regulatory focus and personal cultural orientation

<p>Negative emotional appeals are commonly used in health messages to cut through the clutter and promote health behaviour change. A research gap exists as to how the emotions of guilt and shame and respective arousals to these emotions act to influence compliance with health messages. Research rarely distinguishes between guilt and shame appeals, different emotional and psychological responses to the two types of appeals, and the main moderators that influence the response to these appeals. To address this gap, this empirical study builds and tests a model for better understanding the processes by which guilt and shame appeals lead to compliance with health messages. Drawing on the theoretical frameworks of cognition, emotion, motivation and research focusing on guilt or/and shame messages and behavioural intention, this study develops an extended model that incorporates influential variables. These include the significant mediating variable of the coping response to emotion, and the moderating variables of self-construal, regulatory focus, and personal cultural orientation. Binge drinking among young adults (aged 16 to 30) is the research context for this study. A series of experiments was conducted to test the research model. Data was collected through an online questionnaire survey among university undergraduates in New Zealand. The main survey collected 301 useable responses including the treatment (n = 266) and control (35) groups. The survey data were analysed using a combination of analysis of covariance and covariance-based structural equation modelling. The results broadly support the proposed model for health communications using guilt and shame appeals. Findings revealed that the coping response has a partial mediating effect on the relationship between guilt/shame arousals and message compliance. Both guilt and shame arousals influence not only message compliance (directly) but also the coping response (indirectly). As predicted, regulatory focus and self-construal were found to moderate guilt/shame arousals from respective emotional appeals. Regulatory focus moderated the levels of shame arousals from shame appeals; that is, prevention-focused individuals exhibited higher shame arousals than their promotion-focused counterparts. Self-construal moderated the levels of guilt arousals from guilt appeals; that is, independent self-construals exhibited higher guilt arousals than their interdependent counterparts. However, there were no interactive effects of self-construal with self-referencing or sources of evaluation on guilt/shame arousals. Personal cultural orientation moderated the impact of shame arousals, but not those of guilt arousals, on message compliance. That is, shame predicted message compliance in collectivists, but not individualists. Interestingly, there was no main differential effect of guilt versus shame arousals in message compliance, but there was an interactive effect of emotion type with personal cultural orientation as previously mentioned. The contributions of this study include refining understanding of guilt versus shame, developing the coping response construct, and identifying key moderators and illustrating their impacts on self-conscious emotional arousals. These contributions open new lines of inquiry in the health communications and discrete emotions literature. First, previous discrete emotions literature has mentioned the effects of unintentional emotions, but this research controlled for these effects. It examined guilt and shame separately through respective emotional arousals rather than emotional appeals. Second, the study extended the model of the effectiveness of guilt versus shame appeals in health communications where the coping response is an instrumental mediator. This mediator influences whether or not the receivers actually take on compliant behaviour. Third, the present study differentiated the effect of guilt versus shame appeals. It provides conditions where such appeals are effective. These conditions are type of emotion interacting with self-construal, and regulatory focus. In addition, the study identified the condition under which guilt or shame arousals are most effective. Effectiveness depends on emotion type and personal cultural orientation. The findings have important practical implications. By understanding how distinct emotion (i.e., guilt versus shame) works and how coping responses (i.e., adaptive versus maladaptive) to these emotions are triggered, practitioners can better structure emotional messaging. Knowledge of message receiver attributes will help them select media appropriately. These attributes are independent versus interdependent, promotion focused versus prevention focused, and individualist versus collectivist. Thus, insights from this research could help health marketers, policy makers as well as health promotion agencies to effectively develop health communications campaigns with more appealing message content and appropriate media selection.</p>

Factors in the effectiveness of anticipatory guilt and shame appeals on health communications: The role of self-construal, regulatory focus and personal cultural orientation

<p>Negative emotional appeals are commonly used in health messages to cut through the clutter and promote health behaviour change. A research gap exists as to how the emotions of guilt and shame and respective arousals to these emotions act to influence compliance with health messages. Research rarely distinguishes between guilt and shame appeals, different emotional and psychological responses to the two types of appeals, and the main moderators that influence the response to these appeals. To address this gap, this empirical study builds and tests a model for better understanding the processes by which guilt and shame appeals lead to compliance with health messages. Drawing on the theoretical frameworks of cognition, emotion, motivation and research focusing on guilt or/and shame messages and behavioural intention, this study develops an extended model that incorporates influential variables. These include the significant mediating variable of the coping response to emotion, and the moderating variables of self-construal, regulatory focus, and personal cultural orientation. Binge drinking among young adults (aged 16 to 30) is the research context for this study. A series of experiments was conducted to test the research model. Data was collected through an online questionnaire survey among university undergraduates in New Zealand. The main survey collected 301 useable responses including the treatment (n = 266) and control (35) groups. The survey data were analysed using a combination of analysis of covariance and covariance-based structural equation modelling. The results broadly support the proposed model for health communications using guilt and shame appeals. Findings revealed that the coping response has a partial mediating effect on the relationship between guilt/shame arousals and message compliance. Both guilt and shame arousals influence not only message compliance (directly) but also the coping response (indirectly). As predicted, regulatory focus and self-construal were found to moderate guilt/shame arousals from respective emotional appeals. Regulatory focus moderated the levels of shame arousals from shame appeals; that is, prevention-focused individuals exhibited higher shame arousals than their promotion-focused counterparts. Self-construal moderated the levels of guilt arousals from guilt appeals; that is, independent self-construals exhibited higher guilt arousals than their interdependent counterparts. However, there were no interactive effects of self-construal with self-referencing or sources of evaluation on guilt/shame arousals. Personal cultural orientation moderated the impact of shame arousals, but not those of guilt arousals, on message compliance. That is, shame predicted message compliance in collectivists, but not individualists. Interestingly, there was no main differential effect of guilt versus shame arousals in message compliance, but there was an interactive effect of emotion type with personal cultural orientation as previously mentioned. The contributions of this study include refining understanding of guilt versus shame, developing the coping response construct, and identifying key moderators and illustrating their impacts on self-conscious emotional arousals. These contributions open new lines of inquiry in the health communications and discrete emotions literature. First, previous discrete emotions literature has mentioned the effects of unintentional emotions, but this research controlled for these effects. It examined guilt and shame separately through respective emotional arousals rather than emotional appeals. Second, the study extended the model of the effectiveness of guilt versus shame appeals in health communications where the coping response is an instrumental mediator. This mediator influences whether or not the receivers actually take on compliant behaviour. Third, the present study differentiated the effect of guilt versus shame appeals. It provides conditions where such appeals are effective. These conditions are type of emotion interacting with self-construal, and regulatory focus. In addition, the study identified the condition under which guilt or shame arousals are most effective. Effectiveness depends on emotion type and personal cultural orientation. The findings have important practical implications. By understanding how distinct emotion (i.e., guilt versus shame) works and how coping responses (i.e., adaptive versus maladaptive) to these emotions are triggered, practitioners can better structure emotional messaging. Knowledge of message receiver attributes will help them select media appropriately. These attributes are independent versus interdependent, promotion focused versus prevention focused, and individualist versus collectivist. Thus, insights from this research could help health marketers, policy makers as well as health promotion agencies to effectively develop health communications campaigns with more appealing message content and appropriate media selection.</p>

The Centrality of Language in Health Communication

Medical communication and health communication are two close relatives in the field of communication, where medical communication is the mother and health communication is the offspring. Medical communication engages the delivery of scientific, medical, pharmaceutical and biotechnological information and data to health professionals like doctors, pharmacists, nurses, etc. The information includes updates on the latest discoveries provided by the international scientific community. Therefore, the source of this type of communication is represented by medical and scientific publications reporting data generated from basic science and clinical research. Health communications are targeted toward the general public, where the source is represented by health communicators and journalists. In health communications, information is the result of some kind of intra-language translation that allows transformation of the original medical language into a common language. Therefore, health communication derives from rewritings of a complex medical language that cannot always be modified and acquainted to serve the general public. The aim of the present work was to evaluate, in medical communications, the linguistic elements that represent the hard core for the general public. Thus, a qualitative evaluation was carried out on medical abstracts assessing medical terminology and compound phrases. The results of this investigation point out that these two linguistic traits of medical language are especially difficult for the general public due to their particular specialized nature.

Videos, Views, and Vaccines: Evaluating the Quality of COVID-19 Communications on YouTube

Objective: As the COVID-19 vaccine is introduced, it is critical to recognize that public opinion on vaccines is largely influenced by health communications, with YouTube being a major source of information and misinformation. This analysis graded the accuracy, quality, and reliability of the most viewed YouTube videos depicting COVID-19 and vaccinations over a six-month period. Methods: We collected hyperlinks for the 150 most viewed YouTube videos discussing COVID-19 from January through June 2020. Closed captioning data was searched for the term “vaccine,” yielding 32 videos. This sample was evaluated for quality, accuracy, and reliability using a rubric that incorporated existing instruments: Global Quality Scale (GQS), JAMA Benchmark Criteria, and DISCERN. Results: These 32 videos had 139,764,188 views at the time of data collection. The majority of videos received low scores, with network news sources receiving the lowest scores overall. Conclusions: The overall quality of COVID-19 YouTube videos related to vaccines may be low and raises a precautionary alert for the public consuming these videos and for healthcare providers working to provide the best information to their patients. Existing scoring tools may not capture the complexities of social media. New tools could allow for a better understanding of the modern landscape of health communications.

What women want: the effect of health agency advertising on patient-doctor communication

Purpose The purpose of this study is to investigate the relationship between women’s sexual health agency and their intent to initiate communications with their doctors. The research questions examined the effect sexual health agency has on patient-doctor communication, women’s emotional responses to health advertisements encouraging patient communication with their doctors, attitude toward the message and behavioral intentions after exposure to the advertising message. Design/methodology/approach An experimental design was implemented via an online questionnaire instrument to test the differences between younger-aged women (25 to 45 years) and mature-aged women (46 to 70 years). It was observed that 188 women who reported their status as single and sexually active in the past 12 months were exposed to a health advertisement that encouraged patient-doctor communication. Analyses were conducted to compare between-group measures on sexual health agency, emotional response and attitude toward the ad and behavioral intention. Findings No statistical difference existed between younger and older women. In general, women expect their doctor to lead conversations about sexual health but are positively reinforced by health messages that encourage their assertiveness as patients. Research limitations/implications The small sample size also may have limited the study’s potential to evaluate differences between age segments. Future research should explore this further. Practical implications The study provides evidence that sexual health advertising can reinforce women’s intent to initiate conversations with doctors regardless of age. Social implications Health communications can bolster women’s sexual health agency and improve patient-initiated conversations with doctors. Originality/value The study is the first to explore advertising messaging’s potential for applying health agency as a communication strategy for encouraging sexual health communications between women and their doctors.

Predicting Continued Participation in Government-Initiated Public Sports Clubs: The Role of Prior Knowledge and Awareness through Health Communications

Physical activity is the most effective preventive medicine in enhancing our physical health and subjective wellbeing. Since 2013, the South Korean government has introduced and developed the public sports club system as a way to promote exercise and the health of the general public. The current study investigated factors underlying the general public’s desires and intentions to join or participate in a public sports club (PSC) using the model of goal-directed behavior (MGB). Data were collected from 254 college students who had prior experience of participating in at least one PSC and were primarily analyzed using structural equation modeling (SEM). The results suggest that, among the five MGB determinants, the positive anticipated emotions and perceived behavioral control were significantly associated with participants’ desires, and, in turn, their desires were significantly related to their intention to participate in PSCs. Meanwhile, the respondents’ prior experience was marginally but significantly associated with desire but not with behavioral intention. Prior knowledge (through health communications) was significantly related to attitude, desire, and behavioral intention. Overall, the findings support the use of positive anticipated emotions, perceived behavioral condition, prior knowledge, and desire as indicators of participation behavior in the PSC context, and may aid the development of health communication and interventions aimed at encouraging future participation.