TY - JOUR
T1 - Laughing and Crying
T2 - Mixed Emotions, Compassion, and the Effectiveness of a YouTube PSA About Skin Cancer
AU - Myrick, Jessica Gall
AU - Oliver, Mary Beth
N1 - Publisher Copyright:
© , Copyright © Taylor & Francis Group, LLC.
PY - 2015/8/3
Y1 - 2015/8/3
N2 - Emotionally evocative public service announcements are one way that public health advocates hope to persuade people to take action against skin cancer, the most common type of cancer in the United States. This article describes an experiment (N = 193) to test the ways mixed emotional appeals influence communication and health outcomes. The data indicate that mixed emotional appeals foster feelings of compassion, which in turn motivate individual and social behaviors. The findings also provide insight into how audience reactions of fear impact postmessage behaviors. Implications for future research and health message design are discussed.
AB - Emotionally evocative public service announcements are one way that public health advocates hope to persuade people to take action against skin cancer, the most common type of cancer in the United States. This article describes an experiment (N = 193) to test the ways mixed emotional appeals influence communication and health outcomes. The data indicate that mixed emotional appeals foster feelings of compassion, which in turn motivate individual and social behaviors. The findings also provide insight into how audience reactions of fear impact postmessage behaviors. Implications for future research and health message design are discussed.
UR - http://www.scopus.com/inward/record.url?scp=84928610563&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84928610563&partnerID=8YFLogxK
U2 - 10.1080/10410236.2013.845729
DO - 10.1080/10410236.2013.845729
M3 - Article
C2 - 24877892
AN - SCOPUS:84928610563
SN - 1041-0236
VL - 30
SP - 820
EP - 829
JO - Health Communication
JF - Health Communication
IS - 8
ER -
