"What makes me click?" The effects of images and color in consumer-based pandemic health messages

被引：0

作者：

Chowdhury, Tilottama G. ^{[1
]}

Norberg, Patricia ^{[1
]}

Asare, Anthony K. ^{[1
]}

Kang, Jun ^{[2
]}

Bannor, Richard ^{[3
]}

机构：

[1] Quinnipiac Univ, Sch Business, Dept Mkt, Hamden, CT 06518 USA

[2] Hunan Univ, Sch Business Adm, Dept Mkt, Changsha, Hunan, Peoples R China

[3] Univ Connecticut, UConn Ctr mHlth & Social Media, Dept Allied Hlth Sci, Storrs, CT USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2023年 / 31卷 / 02期

关键词：

COMMUNICATION MODALITY; RED; EMOTION;

D O I：

10.1080/10696679.2022.2039875

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.

引用

页码：173 / 184

页数：12

共 2 条

[1] Ontology-guided organ detection to retrieve web images of disease manifestation: towards the construction of a consumer-based health image library
Chen, Yang
Ren, Xiaofeng
Zhang, Guo-Qiang
Xu, Rong
[J]. JOURNAL OF THE AMERICAN MEDICAL INFORMATICS ASSOCIATION, 2013, 20 (06) : 1076 - 1081
[2] "What will we do if we get infected?": An interview-based study of the COVID-19 pandemic and its effects on the health and safety of sex workers in the United States
Callander, Denton
Goodwin, Alicia Thilani Singham
Duncan, Dustin T.
Grov, Christian
El-Sadr, Wafaa
Grant, Mariah
Thompson, R. J.
Simmons, Molly
Oshiro-Brantly, J. Leigh
Bhatt, Krish J.
Meunier, Etienne
[J]. SSM-QUALITATIVE RESEARCH IN HEALTH, 2022, 2

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