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Avoidance orientation moderates the effect of threatening messages
Jonathan van 't Riet1, Robert A C Ruiter, Hein de Vries
1Wageningen University and Research Centre, The Netherlands. jonathan.vantriet@wur.nl
Journal of Health Psychology
|June 29, 2011
Summary
Individual avoidance orientation influences message effectiveness. People low in avoidance respond better to low-threat messages, while those high in avoidance are more persuaded by high-threat messages about alcohol risks.
Area of Science:
- Psychology
- Health Communication
- Behavioral Science
Background:
- Understanding individual differences is crucial for tailoring health messages.
- Avoidance orientation, a personality trait, may affect how people respond to threat appeals.
Purpose of the Study:
- To examine how dispositional avoidance orientation moderates the persuasive impact of low- and high-threat messages on alcohol consumption.
- To investigate the influence of message threat level on information acceptance, attitude, and intention based on avoidance orientation.
Main Methods:
- Assessed dispositional avoidance orientation in 99 participants.
- Exposed participants to either low- or high-threat messages regarding excessive alcohol use.
- Measured information acceptance, attitude, and intention as primary outcomes.
Main Results:
- Participants low in avoidance orientation showed greater persuasion from low-threat messages.
- Participants high in avoidance orientation were more persuaded by high-threat messages.
- A significant interaction was found between avoidance orientation and message threat level.
Conclusions:
- Message tailoring based on individual avoidance orientation can enhance persuasive effectiveness.
- High-threat appeals may be more effective for individuals high in avoidance orientation.
- Low-threat appeals may be more suitable for individuals low in avoidance orientation.
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