Myrick Jessica Gall, Oliver Mary Beth
a School of Journalism, Indiana University.
Health Commun. 2015;30(8):820-9. doi: 10.1080/10410236.2013.845729. Epub 2014 May 30.
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.
引发情感共鸣的公益广告是公共卫生倡导者希望借此说服人们采取行动预防皮肤癌的一种方式，皮肤癌是美国最常见的癌症类型。本文描述了一项实验（N = 193），以测试混合情感诉求影响沟通和健康结果的方式。数据表明，混合情感诉求会激发同情心，进而促进行为个体和社会行为。研究结果还深入探讨了受众的恐惧反应如何影响信息传播后的行为。文中讨论了对未来研究和健康信息设计的启示。
