The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages

Stephanie K. Van Stee; Seth M. Noar; Nancy Grant Harrington; Lisanne F. Grant

doi:10.1080/10510974.2017.1396543

The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages

Stephanie K. Van Stee, Seth M. Noar, Nancy Grant Harrington, Lisanne F. Grant

Research output: Contribution to journal › Article › peer-review

9 Scopus citations

Abstract

The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.

Original language	English
Pages (from-to)	23-41
Number of pages	19
Journal	Communication Studies
Volume	69
Issue number	1
DOIs	https://doi.org/10.1080/10510974.2017.1396543
State	Published - Jan 1 2018

Bibliographical note

Publisher Copyright:
© 2017 Central States Communication Association.

Keywords

Condom Promotion
HIV Prevention
Message Design
Message Format
Metaphor

ASJC Scopus subject areas

Communication

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/10510974.2017.1396543

Cite this

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abstract = "The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.",

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AU - Noar, Seth M.

AU - Harrington, Nancy Grant

AU - Grant, Lisanne F.

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AB - The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.

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KW - HIV Prevention

KW - Message Design

KW - Message Format

KW - Metaphor

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The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

UN SDGs

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