People Wear Masks when they Ski: Comparing Congruent and Incongruent Behavioral Context Appeals.

ABSTRACT: When advocating for a behavior, persuasive messaging typically focuses on the context that behavior is performed in, such as mask-wearing during the COVID-19 pandemic. However, situating the advocated behavior in a different context, termed an incongruent context appeal, may persuade by increasing attention, novelty, and memorability. The current study tested this supposition in a message experiment. Participants (N = 324) were randomized to view an incongruent context (e.g. skiing) or a congruent context (i.e. COVID-19) appeal advocating for mask wearing. The incongruence appeal had a direct, positive effect on mask wearing intentions and indirect, positive effects via two serial mediation pathways: time spent with the message increased attention through novelty and memorability. F

SUBMITTER: Liao Y 

PROVIDER: S-EPMC10873062 | biostudies-literature | 2023 Nov

REPOSITORIES: biostudies-literature