Browsing by Subject "Message Strategies"
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Item The persuasion effects and mechanisms of vivid imagery inducing strategies in negative health messages: exploring the roles of motivation, affect, and message substance.(2009-03) Myers, Jun RongThis dissertation examines the persuasion processes and effects of affect-based mental imagery processing in the context of a negative health persuasion message. It aims at determining the qualifying conditions in which mental imagery affects persuasion in a negative message context. Through two controlled experiments, a particular emphasis is given to the influences of consumer prevention motivation, experienced negative affect, and the quality of message substance on message persuasion.