Dubé L, Cantin I
Faculty of Management, McGill University, Montreal, Canada.
Appetite. 2000 Dec;35(3):251-62. doi: 10.1006/appe.2000.0361.
Here, we suggest that the relative effectiveness of informational and emotional appeals in persuasive communications may depend on the dominant basis of attitude towards the focal item (affective or cognitive), and on the precise response being targeted (i.e. influencing affect-based food liking or cognitive-based consumption). Ninety-five participants (milk drinking adults) participated in an experiment in which they were presented with a persuasive communication promoting milk consumption. A mixed design combined as between-participants factors attitude bases (two: affective/cognitive) and persuasive appeals (two: informational/emotional) with, as a within-participants measure, types of effect (two: liking and consumption change intent). We also measured immediate feelings and thoughts responses to the communication. As expected, cognition-based attitudes were not sensitive to a match between persuasive appeals and types of effect. For affect-based attitudes, results confirmed the predicted superiority of a match between the affective and cognitive bases of the targeted responses and that of the persuasive appeal. Food liking was particularly sensitive to an emotional appeal while an informational appeal tended to be more influential on food consumption. The underlying mechanism of these effects and their implication for the practice of health promotion and food marketing are discussed.
在此，我们认为，在说服性沟通中，信息性诉求和情感性诉求的相对有效性可能取决于对焦点事物的态度的主导基础（情感性或认知性），以及所针对的具体反应（即影响基于情感的食物喜好或基于认知的消费）。95名参与者（喝牛奶的成年人）参与了一项实验，在实验中他们收到了一则促进牛奶消费的说服性信息。混合设计将作为组间因素的态度基础（两种：情感性/认知性）和说服性诉求（两种：信息性/情感性）与作为组内测量的效果类型（两种：喜好和消费改变意图）相结合。我们还测量了对该信息的即时感受和想法反应。正如预期的那样，基于认知的态度对说服性诉求与效果类型之间的匹配不敏感。对于基于情感的态度，结果证实了目标反应的情感和认知基础与说服性诉求之间匹配的预测优势。食物喜好对情感性诉求特别敏感，而信息性诉求往往对食物消费更有影响力。我们讨论了这些效应的潜在机制及其对健康促进和食品营销实践的启示。
