IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v123y2021icp669-682.html
   My bibliography  Save this article

The route to improve the effectiveness of negative PSAs

Author

Listed:
  • Ma, Jingjing
  • Mo, Zichuan
  • Gal, David

Abstract

To encourage people to behave in a more socially responsible or healthy way, many public service announcements (PSAs) dramatically illustrate the dire consequences of undesirable social or health behaviors. However, although informative, such negatively-framed PSAs can generate unintended consequences (e.g., a bad mood, low message acceptance). In this research, we investigated two approaches to improve the effectiveness of negatively-framed PSAs: (1) mood elevation and (2) self-affirmation. Using three studies with large samples of consumers, we found that adding mood-elevating or self-affirming elements to a negative PSA can be an effective way to enhance message acceptance. This is especially the case for recipients currently engaging (vs. not engaging) in the undesirable behaviors. Additionally, we designed mood elevation methods that can be implemented in PSAs in practice.

Suggested Citation

  • Ma, Jingjing & Mo, Zichuan & Gal, David, 2021. "The route to improve the effectiveness of negative PSAs," Journal of Business Research, Elsevier, vol. 123(C), pages 669-682.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:669-682
    DOI: 10.1016/j.jbusres.2020.10.028
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632030686X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.10.028?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Claudia Townsend & Sanjay Sood, 2012. "Self-Affirmation through the Choice of Highly Aesthetic Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 415-428.
    2. Shiv, Baba & Edell, Julie A & Payne, John W, 1997. "Factors Affecting the Impact of Negatively and Positively Framed Ad Messages," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 285-294, December.
    3. Nimish Rustagi & L. Shrum, 2018. "Undermining the Restorative Potential of Compensatory Consumption: A Product's Explicit Identity Connection Impedes Self-Repair," Working Papers hal-01933849, HAL.
    4. Yang, Zhiyong & Floyd, Kristopher & Tanner, John F., 2019. "Effects of antismoking messages from media on adolescent smoking: The roles of family, school, and culture," Journal of Business Research, Elsevier, vol. 103(C), pages 222-231.
    5. Dooley, Jennifer Allyson & Deshpande, Sameer & Adair, Carol E., 2010. "Comparing adolescent-focused obesity prevention and reduction messages," Journal of Business Research, Elsevier, vol. 63(2), pages 154-160, February.
    6. Derek D. Rucker & Adam D. Galinsky, 2008. "Desire to Acquire: Powerlessness and Compensatory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 257-267, April.
    7. Franke, George R., 1994. "U.S. cigarette demand, 1961-1990: Econometric issues, evidence, and implications," Journal of Business Research, Elsevier, vol. 30(1), pages 33-41, May.
    8. Teng, Lefa & Zhao, Guangzhi & Li, Feng & Liu, Lu & Shen, Lulu, 2019. "Increasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing," Journal of Business Research, Elsevier, vol. 103(C), pages 240-249.
    9. Rustagi, Nimish & Shrum, L. J., 2018. "Undermining the Restorative Potential of Compensatory Consumption: A Product’s Explicit Identity Connection Impedes Self-Repair," HEC Research Papers Series 1292, HEC Paris.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhao, Shixiu & He, Xiaoyi & Faxritdinovna, Kenjayeva Umriya, 2023. "Does industrial structure changes matter in renewable energy development? Mediating role of green finance development," Renewable Energy, Elsevier, vol. 214(C), pages 350-358.
    2. Chen, Wei & Zou, Wandan & Zhong, Kaiyang & Aliyeva, Alina, 2023. "Machine learning assessment under the development of green technology innovation: A perspective of energy transition," Renewable Energy, Elsevier, vol. 214(C), pages 65-73.
    3. Zhang, Dangli & Narbaev, Timur & Cheng, Jiexian & Aliyeva, Abuhayat, 2023. "How natural resources collaboration affects the pollutants level and economic growth: Novel evidence from China," Resources Policy, Elsevier, vol. 85(PA).

    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. Mittal, Banwari, 2015. "Self-concept clarity: Exploring its role in consumer behavior," Journal of Economic Psychology, Elsevier, vol. 46(C), pages 98-110.
    2. Ahreum Maeng & Pankaj Aggarwal & Vicki MorwitzEditor & Zeynep Gürhan-CanlıAssociate Editor, 2018. "Facing Dominance: Anthropomorphism and the Effect of Product Face Ratio on Consumer Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1104-1122.
    3. Rishtee K Batra & Tanuka Ghoshal & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Fill Up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 916-938.
    4. Funk, Daniel C. & Pritchard, Mark P., 2006. "Sport publicity: Commitment's moderation of message effects," Journal of Business Research, Elsevier, vol. 59(5), pages 613-621, May.
    5. repec:oup:jconrs:v:49:y:2023:i:5:p:786-810. is not listed on IDEAS
    6. Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    7. Xinjia Huang & Yang Zhang & Chaojun Li, 2022. "Assessing the Compensatory Potentiality of Hot Spring Tourism in the COVID-19 Post-Pandemic Environment," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    8. Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.
    9. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    10. DeMarree, Kenneth G. & Briñol, Pablo & Petty, Richard E., 2014. "The effects of power on prosocial outcomes: A self-validation analysis," Journal of Economic Psychology, Elsevier, vol. 41(C), pages 20-30.
    11. Koo, Jayoung & Im, Hyunjoo, 2019. "Going up or down? Effects of power deprivation on luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 443-449.
    12. Ho, Foo Nin & Wong, Jared & Brodowsky, Glen, 2023. "Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals," Journal of Business Research, Elsevier, vol. 155(PA).
    13. Bella Rozenkrants & S Christian Wheeler & Baba Shiv & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 759-777.
    14. Ozili, Peterson K, 2020. "Financial inclusion: a strong critique," MPRA Paper 101813, University Library of Munich, Germany.
    15. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    16. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    17. Mourali, Mehdi & Nagpal, Anish, 2013. "The powerful select, the powerless reject: Power's influence in decision strategies," Journal of Business Research, Elsevier, vol. 66(7), pages 874-880.
    18. Hwang, YooHee & Shin, Joongwon & Mattila, Anna S., 2018. "So private, yet so public: The impact of spatial distance, other diners, and power on solo dining experiences," Journal of Business Research, Elsevier, vol. 92(C), pages 36-47.
    19. Todd Pezzuti & James M. Leonhardt, 2023. "What’s not to like? Negations in brand messages increase consumer engagement," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 675-694, May.
    20. Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
    21. Dutta, Sujay & Bhowmick, Sandeep, 2009. "Consumer responses to offline and online low price signals: The role of cognitive elaboration," Journal of Business Research, Elsevier, vol. 62(6), pages 629-635, June.

    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:eee:jbrese:v:123:y:2021:i:c:p:669-682. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.