IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v12y2015i4p3517-3534d47393.html
   My bibliography  Save this article

Promote Health or Prevent Disease? The Effects of Health-Related Advertising on Eating Behavior Intention

Author

Listed:
  • Chia-Yen Lin

    (Department of Public Administration Management, National University of Tainan, 33, Sec. 2, Shu-Lin St., Tainan 700, Taiwan)

Abstract

The health medical costs of colorectal cancer are increasingly higher in Taiwan. The National Health Insurance Administration (NHI) and The Health Promotion Administration of the Ministry of Health and Welfare (MOHW) in Taiwan encourage individuals to adopt an earnest approach to healthy behavior through advocacy advertising. However, the number of colorectal cancer patients continues to increase annually. Our study explored the effects of health-related advertisements (ads) on healthy behavior intentions as influenced by regulatory focus theory (RFT) and construal level theory (CLT). We conducted an experiment with different public health advocacy ads. A 2 (regulatory focus: promotion vs. prevention) × 2 (temporal distance: one month vs. one year) × 2 (graphics-text ratio: more pictures and less text vs. fewer pictures and more text) three-factor experiment was adopted. The multiple analysis of variance (MANOVA) results revealed that ads with higher construal levels ( i.e. , more text) had greater effects with a promotion-oriented regulatory focus. However, no significant differences were found in either attitude toward the ads or behavior intention when the regulatory focus was prevention. In addition, according to the young testers and those who were psychologically distant from colorectal cancer, different temporal distances and different construal levels had no statistically significantly effects on attitudes toward advertising or on behavior intentions. The results revealed that viewers found the information easier to understand when the ads triggered the regulatory focuses of the viewers and applied an appropriate graphics-text ratio, which resulted in favorable health-related advertising effectiveness. Thus, we provide two suggestions regarding the use of health-related advertising for MOHW in the future.

Suggested Citation

  • Chia-Yen Lin, 2015. "Promote Health or Prevent Disease? The Effects of Health-Related Advertising on Eating Behavior Intention," IJERPH, MDPI, vol. 12(4), pages 1-18, March.
  • Handle: RePEc:gam:jijerp:v:12:y:2015:i:4:p:3517-3534:d:47393
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/12/4/3517/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/1660-4601/12/4/3517/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jiaxi Peng & Fei He & Yan Zhang & Quanhui Liu & Danmin Miao & Wei Xiao, 2013. "Differences in Simulated Doctor and Patient Medical Decision Making: A Construal Level Perspective," PLOS ONE, Public Library of Science, vol. 8(11), pages 1-7, November.
    2. Cassie Mogilner & Jennifer L. Aaker & Ginger L. Pennington, 2008. "Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 670-681, August.
    3. Tim Benning & Els Breugelmans & Benedict Dellaert, 2012. "Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance," Marketing Letters, Springer, vol. 23(3), pages 531-543, September.
    4. Pechmann, C. & Reibling, E.T., 2006. "Antismoking advertisements for youths: An independent evaluation of health, counter-industry, and industry approaches," American Journal of Public Health, American Public Health Association, vol. 96(5), pages 906-913.
    5. Mario Pandelaere & Barbara Briers & Christophe Lembregts, 2011. "How to Make a 29% Increase Look Bigger: The Unit Effect in Option Comparisons," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 308-322.
    6. Pham, Michel Tuan & Avnet, Tamar, 2004. "Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 503-518, March.
    7. Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.
    2. Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
    3. Kelly Haws & William Bearden & Utpal Dholakia, 2012. "Situational and trait interactions among goal orientations," Marketing Letters, Springer, vol. 23(1), pages 47-60, March.
    4. Mantovani, Danielle & Tazima, Deborah Iuri, 2016. "Arte visual e foco regulatório na avaliação dos consumidores," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(2), March.
    5. Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    6. Mendini, Monica & Peter, Paula C. & Gibbert, Michael, 2018. "The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness," Journal of Business Research, Elsevier, vol. 91(C), pages 195-204.
    7. Rai, Dipankar & Lin, Chien-Wei (Wilson), 2019. "The influence of implicit self-theories on consumer financial decision making," Journal of Business Research, Elsevier, vol. 95(C), pages 316-325.
    8. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness," Post-Print halshs-04159592, HAL.
    9. Samson, Alain & Voyer, Benjamin G., 2014. "Emergency purchasing situations: Implications for consumer decision-making," Journal of Economic Psychology, Elsevier, vol. 44(C), pages 21-33.
    10. Chia-Yen Lin & Wei-Ju Yeh, 2017. "How Does Health-Related Advertising with a Regulatory Focus and Goal Framing Affect Attitudes toward Ads and Healthy Behavior Intentions?," IJERPH, MDPI, vol. 14(12), pages 1-13, December.
    11. Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    12. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    13. Kirsten Cowan & Atefeh Yazdanparast, 2021. "Consequences of Moral Transgressions: How Regulatory Focus Orientation Motivates or Hinders Moral Decoupling," Journal of Business Ethics, Springer, vol. 170(1), pages 115-132, April.
    14. Ashraf, Abdul R. & Razzaque, Mohammed A. & Thongpapanl, Narongsak (Tek), 2016. "The role of customer regulatory orientation and fit in online shopping across cultural contexts," Journal of Business Research, Elsevier, vol. 69(12), pages 6040-6047.
    15. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    16. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    17. Matthew Fisher & Milica Mormann, 2022. "The Off by 100% Bias: The Effects of Percentage Changes Greater than 100% on Magnitude Judgments and Consumer Choice [Numerosity and Consumer Behavior]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(4), pages 561-573.
    18. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    19. repec:cup:judgdm:v:15:y:2020:i:6:p:972-988 is not listed on IDEAS
    20. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    21. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:12:y:2015:i:4:p:3517-3534:d:47393. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.