Alden D L, Crowley A E
College of Business Administration, University of Hawaii, Honolulu 96822, USA.
Health Mark Q. 1995;12(4):25-38. doi: 10.1300/J026v12n04_04.
A limited number of studies have examined ways that health promotion messages about condoms can be improved, leading to increased purchase and use. This study tests alternative message structures as a potential avenue to improving condom advertising. As hypothesized, two-sided messages (positive and negative information about the product category) result in more positive attitudes toward the advertisement and the brand than do one-sided messages (positive information only about the product category). The study's implications for health care marketers interested in developing more effective advertising for condoms and other health care products are discussed.
为数不多的研究探讨了如何改进关于避孕套的健康促进信息，以增加购买和使用量。本研究测试了替代性信息结构，将其作为改善避孕套广告的一条潜在途径。正如所假设的那样，双面信息（关于产品类别的正面和负面信息）比单面信息（仅关于产品类别的正面信息）能使人们对广告和品牌产生更积极的态度。本文还讨论了该研究对有兴趣为避孕套及其他医疗保健产品开发更有效广告的医疗保健营销人员的启示。
