Myers, Jun Rong2009-05-112009-05-112009-03https://hdl.handle.net/11299/49932University of Minnesota Ph.D. dissertation. March 2009. Major: Mass Communication. Advisor: Ronald J. Faber. 1 computer file (PDF); viii, 142 pages, appendices 1-5.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.en-USInformation ProcessingMessage StrategiesPersuasionMass CommunicationThesis or Dissertation