The persuasion effects and mechanisms of vivid imagery inducing strategies in negative health messages: exploring the roles of motivation, affect, and message substance.

Abstract

This 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.